In Internet Marketing, behavioral targeting actually
employs cookies to know about the tastes and preference of
the prospects or the visitors. While visiting neutral sites
like reading news, the web surfers are also able to see
advertisements that pertain behavioral targeting is defined
traditionally and utilized by Google and other search
engines.
An advertiser reaches their targets by advertising beyond
the relevant sites. Someone could just place a search for
sports kits and end up visiting a mortgage site for home
loans. But how does it appear on the screen when you are
placing a search for a completely uncorrelated service or
product? This is what behavioral targeting strategy of the
search engines is all about. Unless the ad displayer is
informed about your personal information, how it is
possible for them to display such ads?
This is a debatable issue in Search Engine Marketing.
Google, which actually claims to be a much-secured site and
takes cares of customer's privacy, actually shares some
information with the third party advertiser. This is what
behavioral targeting aims to. Spilling of personal
identifiable information could be a real threat to many
Google users who are the subjects of Google's behavioral
Targeting.
Sometimes we are not even consciously aware of the ads
being displayed when we surf. Ads that have been placed in
well coordination with the searches that we place, studying
our online behavior and trends. Suppose you are reading
news on the world cup cricket that is being held in some
other country on the net, in the local newspaper of the
same country, and you see ads of movers and packers of your
locality. Isn't it strange? This is never coincidental but
planned and targeted. The displayer of this ad is well
informed about your of personal information, at least he
knows where you live.
Even if you consider that, this is geo-targeting and the
search engines are fairly employing this technique to
expand their reach, this issue is non-acceptable to many
users, who rightly consider this a breach of contract on
privacy.
Google however tries to explain the fact that they are very
careful about maintaining the privacy in a sense that
information passed on the displayer is not stored or
tracked later for use. It all happens within a particular
session. Google's Vice President for product management for
advertising, Susan Wojcicki, believes that what is
important in behavioral targeting is task-based information
of the user. She also confirmed that Google is very careful
and selective about what personal information could be
shared.
Google has also filed patents on behavioral targeting based
on search history behavior/trend of the users and
personalization. Yahoo also offers a post-search behavioral
advertising facility to its advertisers. MSN's Ad Center
provides and promises similar services for its advertisers.
Advertising.com, AlmondNet are other behavioral targeting
networks that uses user-search trends. These networks use
user profile information from previous search results, user
interactions in previous search results, demographics and
psychographic information, category and topic preferences,
and web sites that are linked to these users.
Behavioral targeting has remained to a contentious issue
until today. Google and other Search engines however, are
trying to develop ethical codes of advertising and ensuring
security of personal information of the users.
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Allen Thomason is an accomplished and established internet
marketer. To find out how to expand your online knowledge
and learn more about Internet Marketing, Advertising, and
Proven Marketing Tactics visit
http://www.TheProfitCombination.com
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