Even though the Association of National Advertisers (ANA) declared "programmatic" the word of 2014, marketers self-admittedly lack deep knowledge and understanding of it. The ANA put it best when it stated that, when it comes to programmatic, "everyone is talking about it, trying to see how to measure it, implement and/or define it. But few people get it or do it."
Personalizing digital ads has become a priority for marketers, as data has made them better able to segment and target their consumer base. And in general, consumers have shown a fair amount of receptivity to these personalized ads. In an August 2012 survey from ChoiceStream, 35% of US internet users said they would like to receive personalized ads or recommendations online. Depending on the format, consumers may have even come to expect a certain degree of personalization.
Company: ChoiceStream, a provider of personalized marketing solutions
Product/Service: CRUNCH, an audience targeting platform
What it Does: Enables brands to find qualified prospects regardless of where they are online, helping advertisers achieve reach in the most cost-efficient way possible. CRUNCH combines a proprietary database of consumer intentions from partners with select sources of behavioral data to customize the audience most likely to respond to an advertiser’s display ad campaign.
More than one-half of Internet users were not happy with the product recommendations they received at e-commerce sites in 2009, according to the ChoiceStream “2009 Personalization Survey.
Melissa: Thanks for participating in our third eChat. Today we'll be discussing behavioral targeting. Let me start by asking any of you: How do you use behavioral targeting? Can you offer some examples? John-Scott: Shopping, degree of commitment, discount orientation, affinity. These are the types of behavior we are able to detect and respond relevantly to. Relevance increases conversion.