Behavioral Targeting - Optimizing the Digital Media Mix


	Behavioral Targeting - Optimizing the Digital Media Mix

pedrgon

7-21-2008 10:37 AM

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behavioral targeting, digital media mix

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/2fbda3d2-73d1-48cf-99f9-7e7e9f945c6a/FE025364-A8AC-4F37-9AC1-B2C4EFAACB4C/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.clickz.com/showPage.html?page=3629664" href="http://www.clickz.com/showPage.html?page=3629664" style="font-size: 11px;">www.clickz.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.clickz.com/showPage.html?page=3629664">Media and search have always worked together. Simply put, search absorbs the marketplace's existing demand, including demand created by on- and offline media, while online display advertising creates awareness, interest, and action within a targeted, relevant population. When targeting is based on observed behaviors, as with behavioral targeting programs, those programs may be fulfilling demand that has already been expressed. Or these programs may be creating new demand more typical of contextual or demographic display programs.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.clickz.com/showPage.html?page=3629664">Sophisticated marketers are well aware of online channels' codependency on each other and will spread increased costs in one channel across them all to maintain an optimal mix under changed circumstances. Search retargeting is one way behavioral targeting can help drive up search conversions. Search retargeting ensures that abandoned searches are followed by the serving of ads related to a previous search.</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/FE025364-A8AC-4F37-9AC1-B2C4EFAACB4C/blog/" title="blog or email this clip"><img src="http://content8.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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