NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Keith Pieper (kpieper_at_matchlogic.com)
Sat, 20 Jun 1998 14:25:14 -0600
Mark Welch wrote:
> The internet is certainly a mass medium, but I must jump in (again)
> and disagree with claims that targetting is actually available based
> on SIC codes, states, zips, or anything comparable. In fact, with the
> sole exception of a handful of sites that require registration (such as
> the New York Times), targetting on these criteria is available only
> for the tiniest fraction of available inventory. And when you do this
> kind of targetting, the media stops being "mass" because of the huge
> excluded (non-registered) portion of the larger audience.
>
To simply say that targeting "does" or "does not" exist is
inaccurate. You should rather question to what degree targeting exists. I
just love this topic because no one ever asks "oh, I can target by that? how
accurate is it?"
For instance, MatchLogic offers SIC code targeting, as does
DoubleClick. However, the issue is the confidence level of that targeting.
Of course, any targeting based on user registrations will have a 100%
confidence level. Anything less than that is considered "anonymous"
targeting, where the data has been imputed or an educated guess has been
made. The issue with anonymous targeting to items such as SIC code then
becomes how well your statistical models are in predicting that particular
users characteristics set. SIC would be fairly high as opposed to Zip Codes.
Geographic is an even more interesting targeting criteria to look
at. The more finite your geo targeting becomes, the less accurate it will
become (unless you have registration data, which is then 100% accurate).
Most geo targeting is imputed based on IP addresses, which can accurately
reflect Country, Area Code and State. However, with random assigned IP
numbers to a dial in user, that user could be dialing in from Zip Code 12345
to their ISP who owns the IP number at zip code 54321. Then it becomes
tricky.
Anyway, my point is next time you target, you should inquire into
their methodologies and levels of accuracy.
-------------------------------------------------------
Keith Pieper
Idea Architect, MatchLogic
---------------------------------------------
The opinions expressed here are solely those of the author and do not
necessarily reflect those of MatchLogic, Inc.
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