ONLINE-ADS>> behavioral targeting

Robbin Zeff (robbin_at_zeff.com)
Mon, 24 Nov 1997 14:41:34 -0500

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Since Infoseek is a sponsor of the list this week, I thought I'd begin a
thread on behavioral targeting which highlights their UltraMatch (I'm a
firm believer in supporting companies which support valuable resources in
our community like the online -ad discussion list).

Anyway, I recently wrote a white paper for Aptex on their SelectCast
technology. After interviewing their customers and their customer's
customers, the evidence left no doubt in my mind that behavioral targeting
is working. Behavioral targeting helps advertisers by dramatically
increasing click throughs and identifying customers you didn't even know
you had. For publishers, behavioral targeting helps you increase the
volume of keyword type inventory while increasing user satisfaction all
with guaranteed privacy.

Companies using SelectCast include InfoSeek, Excite, DoubleClick and
MatchLogic, just to name a few.

With permission from Aptex, I've posted the white paper on my site for the
discussion list http://www.zeff.com/ftp I invite you to check out the
white paper and comment on the ROI in behavioral targeting. I think it's
time we start addressing the ROI in online advertising. Last year we
could justify our ad campaigns because advertising online was "hip" and
"cool" but today the bottom line is ROI.

Happy turkey day,

Robbin

Robbin Zeff - The Zeff Group
robbin_at_zeff.com http://www.zeff.com
Check out our best selling publications
"Advertising on the Internet"
"The Nonprofit Guide to the Internet

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When it comes to ad performance, not all search engines are equal.
Infoseek gives you solid reporting and highly targeted placement.
(And we return calls, too.) http://info.infoseek.com/doc/sponsors.html

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