Behavioral targeting

When Predictive Behavioral Targeting ( behavioral advertising ) are measured data from the surfing behavior with poll or registration data combined less Internet users. This link provides information on estimated age, gender and product interests and is transmitted to all of the website visitors using mathematical algorithms.

Function

The Predictive Behavioral Targeting processed data on socio-demographics, lifestyle and product interests of the user, the system receives through online surveys fewer users. Both in the interview and the use of the individual user data will be stored anonymously. Using statistical forecasting methods, giving users a lack of survey data of the surveyed users who have them in their surfing behavior most similar.

Advertisers can use this information to deliver advertising and content recommendations to suspected target groups. This has several consequences:

• The range (and thus the marketing potential ) of supposedly interested in products users increases significantly.
• Pure theme channels usually restricted to the users of these sites and place advertising in these environments, such as cars, travel, consumer electronics and financial services. When predictive behavioral targeting campaigns also from the FMCG sector can be delivered to suspected target group profiles by direct questioning, for example.
• By estimating the socio-demographic data and interests campaigns can be delivered to specific audience segments and thus schedulable. The quality of the prediction algorithm used determines the effectiveness of advertising within the target group CPM. Is the relevance date or the contact quality, it brings a benefit to all stakeholders ( marketers, agencies, customers).
• The user receives personally appropriate advertising, which not least is also increasing its acceptance of advertising.

The effect of " Predictive Behavioral Targeting" is increasingly being questioned by the advertiser. In particular, the transfer of survey and user data in combination with the browsing behavior of the user is criticized on the totality of all users to be very inaccurate and very little clear-cut.

Concretely, this means that a user is a vehicle on the internet look for example at a particular car brand. If he leaves this page, so on many other websites relevant ads for the considered vehicle it is displayed.