Brian Morrissey reports on AdWeek that the Y!-crew has begun testing a program to show text listings on Web pages based on user behavior.
In a pilot program with Revenue Science, a Bellevue, Wash., behavioral-targeting company, Yahoo’s cost-per-click text ads are shown on Web pages using data collected by Revenue Science.
Slices of the article :
“Omar Tawakol, Revenue Science’s svp of marketing, said prior site behavior often yields better results than page content. “There’s a big portion of the Web that’s a contextual desert,” he said. “There’s a ton of sites on the Web like entertainment, blogging and social networking sites, all those sites are better served by focusing on the user, not what’s on the page.”
“A Yahoo representative confirmed the test but declined further comment.”
“Several Web publishers, including WSJ.com and Reuters.com, use Revenue Science’s software to display ads based on a visitor’s prior site behavior. In April, the company launched a network that would allow advertisers to run behavioral-targeted brand advertising campaigns across several sites. It did not reveal which sites are participating in the network.”
Omar Tawakol has it right. You can learn a lot more from your consumers by analysing their behavior while they surf. I remember Google tapping from this source a while ago, with their Accelerator. Yahoo! needs to be very careful how to handle this AdSense Project, for it is very clear they have access to a lot of consumer information, as Google had/has.
If Yahoo! bundles the data gathered by Revenue Science with the data generated from surfers accessing the portal, a dangerous amount of consumer data comes in hand of a select group of people. And that is never a good situation for the consumer.
Must follow up !
Read it on [AdWeek]
Read [How Google Turned To Behavioral Marketing]
via [threadwatch]