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Archive for the ‘Spam & Scam’ Category

Microsoft Planning To Take Over Claria?

30 Jun 2005

Microsoft is reportedly eyeing yet another acquisition, but this buyout may prove to be a lot more controversial. Redmond is in talks to buy Claria, the company that is behind the adware program Gator, which has been criticized for its actions in serving unwanted pop-ups and tracking Web usage.

Hello, people ! Time to wake up !

“According to press reports, the most recent offer by Microsoft was $500 million; however, the negotiations may break off before a deal can be made. There are fears that such a deal may send the wrong message to consumers, as Microsoft’s own anti-spyware program detects Claria software as “high risk” and recommends deletion.”

“However, others at Microsoft see the acquisition as a way to clean up the adware industry by taking out one of its biggest offenders and using the technology in more acceptable ways.”

Read more on [BetaNews] about this

C|Net reported about Claria on february 14th :

Claria “[...] is launching a new marketing division and advertising service to migrate from hawking its signature pop-up advertisements to selling behaviorally targeted display ads. If it has its way, the ads will appear on publisher pages across the Web, reaching as many as 200 million people. To address the privacy implications of such an ambitious service, Claria has also hired a team of experts to ensure it meets industry and consumer clearances. Claria plans to announce partners and introduce the service, called BehaviorLink, in April.”

[...] Quoting [myself on May 6th] :

“So you’re only being submitted to behavioral advertisement if you’re using some sort of software (often freeware) that has ties with GAIN.
Still, that market is estimated on 40 million users and BehaviorLink has set its target to expand the market to 200 million users by engaging in partnerships with as many small software and tool providers as possible.”

Concluding :

If Microsoft plays this card right, MSN might have some serious competition up its sleeve with a technology that can easily compete with the Adsense programs that are running on Google or Yahoo.

Microsoft has, if the takeover’s for real, A LOT of consumer information too, since Claria, previously known as Gator, specializes in collecting this.

Related posts on Coolz0r :

TAKING ON A $6 BILLION MARKET WITH BEHAVIORAL ADVERTISING
HOW GOOGLE TURNED TO BEHAVIORAL MARKETING
WHENU IS LEGAL

 

Mikhail Khodorkovsky Needs Me

29 Jun 2005

Today, I’ve been contacted by Ms.KIMAEVA LIOUDMILA, the personal secretary to Mikhail Khodorkovsky the richest man in Russia and owner of the following companies: YUKOS OIL (Russia’s Most Largest Oil Company) – Menatep SBP Bank (A well reputable financial institution with its branches all over the world). They need my help very urgently, but I’ll be rewarded with app. 180 million dollars for my efforts. Here’s how that goes :

“Dear Friend,I have a profiling amount in an excess of US$450M, which I seek your partnership in accommodating for me. You will be rewarded with 40% of the total sum for your partnership. Can you be my partner on this?

INTRODUCTION OF MY SELF:
I am Ms. KIMAEVA LIOUDMILA, a personal secretary to Mikhail Khodorkovsky the richest man in Russia and owner of the following companies: Chairman CEO: YUKOS OIL (Russian Most Largest Oil Company) Chairman CEO: Menatep SBP Bank (A well reputable financial institution with its branches all over the world)

SOURCE OF FUNDS:
The documents of the above funds in question was handed over to me to be used in payment of an American oil merchant for his last oil deal with my boss Mikhail Khodorkovsky. Already the funds have been deposited with A TRESURY SERVICES PLC UK ,where the final crediting is expected to be carried out. While I was on the process, My Boss got arrested for his involvement on politics in financing the leading and opposing political parties (the Union of Right Forces, led by Boris Nemtsov, and Yabloko, a liberal/social democratic party led by Gregor Yavlinsky) which poses treat to President Vladimir Putin second tenure as Russian president. You can catch more of the story on this.

http://newsfromrussia.com/main/2003/11/13/51215.html

YOUR ROLE:
All I need from you is to stand as the beneficiary of the above quoted sum and I will arrange for the documentation which will enable A TRESURY SERVICES PLC UK transfer the sum to you. I have decided to use this sum to relocate to American continent and never to be connected to any of Mikhail Khodorkovsky conglomerates. The transaction has to be concluded in 2 weeks before Mikhail Khodorkovsky is out on bail.
As soon as I get your willingness to complythrough my most private email address [kimeva@mail.ru] I will give you more details.
Thank you very much

Regards,
KIMAEVE LIOUDMILA”

I’ve been wondering whether or not to answer this. It’s so tempting. But I don’t know if the ‘Russian Scammers‘ are as stupid as the African ones. Maanzand has created a pretty good story around his Nigerian Friends. You should read [ 'My Friend Kennedy Mobutu'.]

To be clear, I’ve reported Miss Kimaeve Lioudmila with the FCCU because there was no attractive picture of her attached to the mail. And because I didn’t buy the story.

As a personal friend of Mikhail Khodorkovsky, Miss Lioudmila, I know that he doesn’t send out emails to people like me. Because I know he knows that people like me who get this sort of e-mail, will laugh about it and make it public.

I must say Mister Khodorkovsky doesn’t seem to take much care of his internet PR, because the reply address kimeva3@hotmail.com doesn’t seem to be related to the companies you, Miss Lioudmila, have named in the message above.

 
 

WhenU Is Legal

29 Jun 2005

TechDirt has a report on the lawsuit against WhenU, a case I’ve been following very closely and that is very related to the lawsuits against Gator, now Claria, and other GAIN network members.

Excerpt from previous post :

[...] It has always been important to collect data from your customers, in order to be able to guarantee them a personal approach. The right way to gather information is to let people send it in voluntarily, but apparently that doesn’t always result in the expected response. So companies started to find new ways to gather information, some of them less legit than others. To define the border between ‘letting people agree to share their data’ and ‘having the data without actual consent’ is a rather difficult matter, [...] [Read it]

As I’ve reported earlier, the court ruled against WhenU with this verdict:

“[...]the judge granted the preliminary injunction based only on trademark infringement, considering the likelihood that WhenU’s pop-ups could mislead or confuse 1-800-Contacts visitors as to the origin of the ads.”

Apparently, this verdict has been overthrown now :

From TechDirt :

“Adware maker WhenU has been involved in most of the lawsuits over this issue — as some companies were upset that WhenU popped up competing ads when people visited their sites.

In the various lawsuits, the ability to pop up competitor ads was found legal the first and the second time. However, the third time the case came up, a judge said they were illegal. However, it looks like an Appeals Court has now overturned that ruling and said that it’s perfectly legal to do those popups, given that people want them.

This is the right decision. We have no problem with lawsuits against these companies for doing sneaky installs, or other efforts to get that practice to stop. But, at the end of the day, if you want to change your browsing experience on your computer, that should be your right — even if it involves additional ads.”

Good news for Claria and BehaviorLink, seems to me.

Read [Mike's contribution on TechDirt] “Appeals Court Overturns Bad Decision About Adware”

Interesting discussion going on in the comments overthere:

Quote Mike “You do see the difference, don’t you? If they’re being tricked, that’s a problem. However, the lawsuit ISN’T about people being tricket, but whether or not it’s illegal to have these popups at all. It’s not. It’s perfectly legal, and the court agrees.

You can hate the Adware companies all you want (and I do), but you’re doing more harm than good fighting them on the issues that they’re right on, rather than focusing on the many, many areas where they’re definitely doing wrongs.”

Read it on C|Net News, [Court gives Adware maker WhenU green light, by Stefanie Olsen]
Also related : Things you should tune in to right now
and Behavorial Advertising part 1 and part 2

 

The Comment

28 Jun 2005

My dearest readers. I love comments, especially on other blogs. It is with great hesitations and a lot of caution that I’m applying comment sections to the posts, from now on. Peer-pressure, ladies and gentlemen, is something not to be underestimated. To those who’ve mailed me or just kept asking it very frequently : Yes. It’s here. No. I don’t like it. Let’s hope this goes right. I just hate wasting time moderating things.

Why this sudden twist? Well. Apparently, John Dowdell from Macromedia Support wanted to leave me a note about the FlashPlayer incident. Here’s what he wrote in Nathan’s comment section :

“I realized ‘CoolZor’ came to that conclusion, but the lack of commenting at his essay made better info difficult to convey.

No, you don’t need Yahoo to run Flash. In fact, the only way you even see an *offer* for Yahoo Toolbar is if you’re in IE/Win and actually visit the Macromedia website for a Flash Player, instead of using that browser’s normal ActiveX installation.

I can’t say this enough: “Bundling is evil.” But if you checked, you would find that there is no third-party software bundled within the Macromedia Flash Player download:

http://www.macromedia.com/software/flashplayer/productinfo/faq/#section-4

Regards,
John Dowdell
Macromedia Support”

To which Nathan replied :

“John, I really appreciate you showing up here. That said, Coolz0r is not a computer novice like someone’s grandmother. If he didn’t realize he was installing the Yahoo toolbar when he installed Flash, then clearly not enough has been done to seperate the two. I’m glad to hear you are not bundling, but then this is a simpler, but still annoying case of unclear install instructions and web design. Which page has the offer for the Yahoo Toolbar, and why is Macromedia offering Yahoo’s software, if not for financial gain?”

Dear jOhn (I’m Coolz0r, John)

I know I don’t need a toolbar from Yahoo! to be able to run a FlashPlayer. That’s pretty obvious to me. Yet still, your software has betrayed me. I didn’t want a Yahoo! toolbar, and I’m aware of the tickerbox you’ve added on the macromedia downloads page. But this time, I had no chance to interfere. It was installed automatically, and included the toolbar. If I had known an update was available, be sure I would have gotten it manually in order to disable this wonderful feature.

I’m not against the promotion of another product, but I love this right I think I have, to deny a service I do not want to use.

Let me state clearly, I have nothing against FlashPlayer, although it has a bit of a monopoly on ‘motioned websites’, it’s still a wonderful thing.

I think for some users, an extra toolbar could come in handy too. But not for me. I think Yahoo! has the right to offer a toolbar, just like anyone else, and I do not want to express myself about the quality of the service. The search is super, but I’ll type it myself in my browser if I want to use it.

What I want to point out in your reply is the following :

“[...] if you’re in IE/Win and actually visit the Macromedia website for a Flash Player, instead of using that browser’s normal ActiveX installation.”

If I understand this correctly, any site that has the auto-detection plus auto-fetch-player function installed, serves you a player that includes the toolbar? Hm. This doesn’t sound good. Please to explain to me in what way this benefits any user on the internet, because I can’t see the relation between the need for a Yahoo! toolbar and the urge for a FlashPlayer in order to be able to see the site you were on -that redirected the user to macromedia in the first place.

This sort of turns every site that has auto-dectection to a marketing hotspot for a BUNDLED Yahoo! and Macromedia tool. I think.

Hence the well-chosen title : Toolbar needed to run FlashPlayer

 

Toolbar Needed To Run FlashPlayer

28 Jun 2005

I was surfing the web and stranded on a site that refused to open. It said my FlashPlayer was outdated and that I needed the new version of Macromedia’s tool in order to be able to experience the site. There was a button that took me straight to the download section of the official dotcom, and indeed, no flash animation was playing. The auto-install took over, and that’s where things went wrong.

I have a stand-alone player that’s especially for ‘other’ browsers than IE, and when I double-click it, I get to select and pick options along the install-procedure. It goes like that with all software I know. Well, seems to me the time of custom installs has gone to a better place, because what I’ve just experienced really goes beyond my comprehensive thoughts.

Part of the freedom I have as an end-user is the fact I can or will not allow certain things to be installed. This ‘custom’ install is very well known to all people who have some sort of knowledge about pc’s and how to work with them. The entire ‘meaning’ of a personal computer is that you can personalize it.

I have a thing against toolbars. In fact, I hate toolbars. They just fill the screen and I don’t use them anyway. That’s my good right. That is my choice.

However, I no longer have a choice. Seems Macromedia forces every user that needs the new flashplayer to accept a frigging toolbar as well. In this case, the Yahoo toolbar.

Don’t get me wrong, I was aware of the fact they were offering the possibility to install the toolbar, during a custom install. Of course I never installed it, because I had the opportunity to say ‘no, thank you’ and to not check the tickerbox. I understand the fact Macromedia likes Yahoo. There is no law against this, but does that mean I too have to like Yahoo’s products? I think not.

I have nothing against their (Yahoo) services, but I’ll go there when I need them. I’ll download it if I feel like it, and I’ll use it how and where I please. At this time, I’m pretty confused about Macromedia’s possible motivation to jam this piece of malware down my cable and even more, to install it on my pc without even bothering to alert me that in order to get the flashplayer, I will be needing the Yahoo toolbar.

I think Macromedia abuses its position as a dominant player on the market to push products that aren’t even related to the service people are trying to gain access to. What does this stupid toolbar has to do with graphical support?

I never said I wanted the toolbar, I just needed the flashplayer. What gives Macromedia the right to decide for me that I might be needing a toolbar? Who gave them the right to install this toolbar without even warning or informing clients? I feel betrayed, dirty and used.

Significant fact : Macromedia has decided I might like the french toolbar instead of the regular english one. Not that it matters, but hey : I live in Belgium. People are supposed to speak Flemish here. So, if you were trying to serve me better, you haven’t. I hate this geolocation stuff.
Why can’t they let me pick the things I like, in the way I like ‘em best?

Click to enlarge misery : 

Toolbar 

I don’t have Yahoo mail. I don’t have Yahoo Messenger.
And if I wanted to ‘ouvrir session’ I’d have surfed to your website.
I don’t have a ‘Mon Yahoo’ and after this I’ll be damned if I ever have one. With your filth. Rencontres? I think not. Big bummer.

What I really dislike here is the fact that everybody needs Macromedia’s TrashPlayer. The program has become so common, almost no dedicated surfer can do without. Everyone who has a downstream that goes over 65kb/s has visited a site with Flash elements in it. Imagine all these people being forced to use the toolbar.

Not so long ago, Levi’s had mistakenly redirected all users in Belgium to the French version of the corporate site. I can tell you that every Flemish customer who knew was totally outraged. People blogged about it, it got to the website of a Flemish paper and became a real issue.

Levi’s has sent out a press statement through the comments section of the news site, a scoop by the way, only hours after the incident got wired. They had to. No Flemish citizen in Great Flanders wants to be addressed in French, except when he’s on his vacation in France, where he will then speak the native tongue, adapting himself to the local culture. This adaptation only makes sense when it’s mutual. That means that if you want to sell anything or advertise here, you’ll have to do it in Flemish. It’s a must. We accept English as well. ;)

Not only do I have to bother removing this toolbar, I have lost my faith in the products Macromedia offers. Who knows maybe when I update Photoshop or Illustrator all of the sudden some adware or malware is installed ‘for greater good’, in another language than my own.

And ow yeah, I think I’ll stick to KBSearch, Findory and Google for my searches, as I always have. Now to find myself an alternative for this TrashPlayer, so I can kick out this lowlife-toolbar-installing app.

 

Interactive Marketing vs. Spam

05 Jun 2005

Interactive communication is a direct form of marketing communication which is targetting the acquiring and maintaining of a durable, lasting realtionship with the consumer in a very personal way. In order to achieve this relationship the consumer’s personal data is being kept in an archive, mostly a digital database, that’ll serve as a basis for further actions.

The interactive communication is taken place between an organisation or a brand on the one side, and a consumer on the other side. Between those two players, a small market of demand and offer is being set up.
Very often the term CRM – customer related marketing – is being used for this form of communication.

Components of Interactive Marketing are :

* Direct Mail
* Telemarketing
* Direct Response TV
* e-Mail
* SMS (txt on cells)
* Websites

Interactive marketing means communicating with your consumers on a personal scale, one to one. For e-mail, that includes sending a peronalized message to the consumer’s mailbox, thus advertising the product you want to market. Just as any other element in the marcom-mix, Interactive marketing tries to get the attention of its recipients, with just one major difference from spam : interactive marketing is trying to create a long-term relationship between the consumer and the product, in order to build a profitable relationship for both.

One way or the other, people tend to be confused when it comes to separating IM from spam. In fact, you can’t really tell the difference when the mail arrives. It’s the intention of the sender that determines whether or not you’re being spammed. Spam isn’t targeting a long-term relationship, and the spam is being sent ad hoc to ‘any’ email address available to the advertiser, while the IM-marketer is using a relevant and decent database to contact the consumer.

Another very remarkable difference, but invisible to the consumer, is that when using IM, every possible signal for the consumer is being added to his record. So the database from IM marketeers is significantly more extended than the endless mailing lists of spammers.

Now to reproduce this tomorrow, while filling in my exam. :) Stay tuned

 

Things To Tune In To

06 May 2005

A lot of stuff is going on right now, and I don’t have the time to blog about everything separately. So here are some short descriptions to situate the topic, followed by a link to read it and maybe some comments every here and there.

SECTOR : ADVERTISING

A while a go a group of top newspaper publishers has reached a legal settlement with Gator over the uninvited display of its Web advertisements atop their site pages. C|Net reported on this matter.

The case got settled out of the courtroom, between the parties involved, so we never knew who got it right, nor if Gator (now Claria -as I’ve blogged about earlier) was pulling an illegal operation.

Now there’s a new case in the news with WhenU, a very nasty spyware pack that’s a bit like GAIN. WhenU has LOST it’s case in the courtroom, with the judge ruling in favor of 1-800-Contacts. Read the story on C|Net, it’s very interesting. This is worth a class-act.

“In November, a federal court judge in Michigan’s Southern Division dismissed Wells Fargo’s motion to block WhenU’s pop-ups. The judge ruled in favor of WhenU on the grounds that its users chose to install WhenU’s SaveNow software and therefore consented to receive the comparative ads delivered atop Web sites. Also in September, a Virginia U.S. District Court judge ruled against U-Haul International in its similar case against WhenU. Previous complaints from Overstock.com and Triggerstreet.com had been dropped.”

So why is there another sort of decision this time? What has changed? Well, WhenU is being sued for something they never counted on being sued for. ” [...]the judge granted the preliminary injunction based only on trademark infringement, considering the likelihood that WhenU’s pop-ups could mislead or confuse 1-800-Contacts visitors as to the origin of the ads.”

“This judge simply got it wrong,” Naider said. Such a decision “would have major ramifications on search engine advertising and comparative advertising, and we’re confident it will be overturned on appeal.”Avi Naider is the chief executive of WhenU.

Read the entire article on C|Net.

SECTOR : GOOGLE

Nathan Weinberg has posted a lot of things lately about the Accelerator Google has unleashed upon us. It seems there are some serious flaws in the software. By ‘preloading’ the pages behind the links, Google wanted you to save time. It also bypasses Java PopUp alerts. So, suppose you are on a site with an unsubscribe button or a ‘cancel my account’ button, these pages theoretically should be loaded too. If hoovering a link long enough triggers the link to activate (I take onMouseOver as an example here), Google could delete your account.

Nathan says:

“I ‘m beginning to think prefetching, while a lofty idea, just can’t work in real life. There are far too many questions and problems. If Google has found solutions to these problems, well, good for them. I’d be quite proud to hear that they are smart enough to have already thought of these issues and solved them. The problem is, since Google is so quiet and secretive, we have absolutely no idea if that is the case.”

Let’s wait and hear what Google has to say about this.

Read more about this on InsideGoogle

SECTOR : SPYWARE

As for WhenU, you have read and are familiar the with background by now.
(if not : read this)

Ben Edelman, a 25 year old spyware expert, says AskJeeves is a bit like the software Claria offers through sub-companies like GAIN and others.
The reason why:

“Ask Jeeves has a search engine that nobody really wants to go to. To get users to come, they push these toolbars. But if the toolbars are installed without proper notice and consent, then the entire business collapses. They have no legitimate business source of any substantial traffic to their Web site.”

“It’s not exactly spyware like the others. It doesn’t show pop-up ads. As far as I know it doesn’t track and transmit to its servers every Web site you visit. Yet it uses equally tricky installation tactics.”

“The core problem is Ask Jeeves’ installation practices. Sometimes their software gets installed without any notice or consent at all through security hole exploits. When they do ask for permission, they don’t always tell users everything they need to know to make an informed choice. For example, when installing a Web browser toolbar, they use euphemisms like “directly accessible from your Web browser” instead of the obvious and natural word ‘toolbar’.”

“They’re getting installations from kids’ sites. I’ve been trying to figure out how these programs have such a large installed base: Who in their right mind would agree to have their computer become a vehicle for pop-up ads? It turns out that many of these programs target kids. They advertise their software at kids sites. They bundle it with video games. They use advertisement images like smiley faces.”

This outstanding interview can be read on C|Net, and it’s definitely worth reading. Click here to go there.

 

Taking On A $6 Billion Market With Behavioral Advertising

06 May 2005

It has always been important to collect data from your customers, in order to be able to guarantee them a personal approach. The right way to gather information is to let people send it in voluntarily, but apparently that doesn’t always result in the expected response. So companies started to find new ways to gather information, some of them less legit than others. To define the border between ‘letting people agree to share their data’ and ‘having the data without actual consent’ is a rather difficult matter, as I’m about to point out.

One of the key players in the market of behavioral advertising is Claria, the company formerly known as Gator. The first time I heard about this company was when my ad-infested pc came to a crash, and the roommate I was sharing a flat with explained to me it was Kazaa who imported GAIN to my pc. That’s how things came to run slow, and eventually blocked everything I wanted to do. GAIN is a part of Gator, and belongs to a much greater network. The privacy statement on their site says the following about their activities GAIN Publishing distributes a variety of popular software applications and owns and operates a behavioral advertising network called the GAIN Network. The GAIN Network helps keep many popular software applications and web sites free. These software applications also occasionally display pop up ads on your computer screen based on your online activities. Alternatively, ad-free versions of the software titles distributed by GAIN Publishing are available for purchase (conditions apply).

Well. The good thing is, since then I’ve rarely used a download or peer-to-peer search tool. I can say with the hand on my heart that within the last two years, no BearShare, Kazaa or LimeLight-alike program has been installed on my computer. That’s how I blocked out GAIN. I hope.The pop-ups GAIN used to cause were large in numbers and took ages to load, taking all my bandwith and although I was on cable, surfing became almost impossible or took far more time than under normal circumstances. So I did a little research on the pop-ups. Here’s what the GAIN disclaimer says :

“The number of ads the GAIN Network will display to you depends on how often you view websites indicating your interest in products or services being offered by GAIN Network advertisers and on the volume of your Internet usage generally.”

So on the one hand, the more I loaded Kazaa – which displayed a start-up website on every load, or some other GAIN sponsored service for that matter, the more ads I’d be getting. On the other hand, since I’m always surfing the web I spent many hours visiting pages. The ads are also based ‘on the volume of my internet usage generally’ so that leaves me to conclude that a massive bomb of ads is waiting for me, every time I connect to the web. These ads should all be dislplaying products that I’m supposed to like, based in my surfing behaviour and the pages I’ve visited.

To emphasize this : I open my browser (make a connection in general) and without even having the chance of going to the pages I like, I’m supposed to deal with tons of ads telling me what to buy, think or like.
All of this happened because I’ve clicked ‘yes, I agree’ in the Kazaa software. If had know I’d be giving GAIN permission to collect my data this way, I’m pretty sure I’d have cancelled the installation. I just didn’t know what it was, until it made my PC crash.

This is clearly a borderline-case where the lacunas in law and legislation are exploited in the disadvantage of the web users in general. This is how I interpret it. I’m not saying it is a fact. I experience it this way. So far for GAIN. Let’s take it higher. Pop-ups are apparently efficient but far too aggressive. There must be another way.

Why did I bring this up?

C|Net reported about Claria on february 14th :

Claria “[...] is launching a new marketing division and advertising service to migrate from hawking its signature pop-up advertisements to selling behaviorally targeted display ads. If it has its way, the ads will appear on publisher pages across the Web, reaching as many as 200 million people. To address the privacy implications of such an ambitious service, Claria has also hired a team of experts to ensure it meets industry and consumer clearances. Claria plans to announce partners and introduce the service, called BehaviorLink, in April.”

Clickz reported on BehaviorLink :

“BehaviorLink still uses intelligence gathered from observing user behaviors online. However, it eschews the pop-ups that have characterized its platform to date. The company also hopes its new ad model will help it court more well-established software publishers, which bundle Claria’s software with their own free offerings, and share in the revenue generated. The company has also assembled a group of privacy experts to boost its image with more prominent software publisher.” [...]

What does this mean for Claria, and what are the results they intend to obtain with this project? (as read on Clickz):

“For Claria, BehaviorLink will initially mean more work for less pay-off. Under its existing model, an impression is served to the user’s desktop directly by GAIN, Claria’s installed adware product, sometimes at the moment he or she is considering an online purchase. In other words, the company creates its own inventory. The company’s margins for BehaviorLink sales will obviously be thinner than those for its GAIN-served ads, since it will have to actually pay for the media into which it serves ads. Additionally, the effectiveness of those impressions will presumably be less than for its GAIN-served units, since they’ll be served hours or days after the user action that triggers them. But even hours or days later, the impressions are surprisingly powerful, at least according to Claria’s own research. For individuals who saw one of Claria’s ads within 14 days of the action that triggered it, the company found the click-through rate was between four and 30 times higher than that of an ‘untargeted’ ad.”

So you’re only being submitted to behavioral advertisement if you’re using some sort of software (often freeware) that has ties with GAIN.
Still, that market is estimated on 40 million users and BehaviorLink has set its target to expand the market to 200 million users by engaging in partnerships with as many small software and tool providers as possible.

Things are going to get tricky if you want to avoid being played.

On the other hand, if you are a marketer who wants to take part in this action, here are some benefits (from the BehaviorLink site):

“BehaviorLink also allows Advertisers to better understand their target audience by analyzing their behavior across the Internet – what sites they are viewing, what competitors they shop, how they respond to your ads, and frequency of purchases to name a few. BehaviorLink’s unique visibility into Web traffic and usage patterns allows for a comprehensive analysis of consumer behavior in many categories. Advertisers can segment consumers on many levels of category usage or brand loyalty in order to deliver ads to consumers who will best respond to them.”

Also :

“A behavioral marketer, using data from BehaviorLink, has deep insights that enable more relevant offers, more targeted offers and higher-value offers to the consumer. Because of the obvious relevance, BehaviorLink ads often fall into the “information” category as much as advertising. The more consumers perceive that they are receiving information versus an ad, the better it is for both the consumer and marketer.”

This takes us to the thin line that separates us from choosing or searching a thing/subject/product and having it offered to us. I still don’t feel at ease when people decide for me what’s best, or when people are trying to guess what I will like better than something else. I guess I’ll have to take more distance from my ‘consumer view’ on the web when it comes to marketing, if I want to be able to market my products on the web successfully.

To be continued…

Read the full ‘How It Works’ on BehaviorLink
Claria Privacy Statement and Terms of Use
Read GAIN Publishing’s About section
Read the story on Clickz