Facebook ad targeting system is using the “keywords in people’s status messages”–Tales of Behavioral Targeting

Fresh proof that Congress has to prohibit behavioral targeting unless consumers opt-in appears in the new issue of Brandweek. Facebook is “experimenting” with the targeting by “keywords in people’s status messages,” according to “Tim Kendall, director of monetization at Facebook.” Here are some other choice excerpts from the article:

“Advertisers are extremely interested in all new developments in the behavioral targeting space,” said Emily Riley, senior analyst at Forrester Research, Cambridge, Mass. “We’re seeing a big uptick in the use of [these] tactics.” According to Forrester data, 24% of advertisers used behavioral targeting in 2008. Last year it was only 16%…Almost half of advertisers say, ‘Even if I didn’t use behavioral last year, I definitely want to this coming year…”…

“…said Jeff Berman, president of sales and marketing at MySpace. “… the more data you have, the smarter you can be with your media… but if you want to focus on . . . 25-40-year-old mom Nascar fans who love romantic comedies and live in 12 specific zip codes, we can do that.”

…”as BT becomes more invasive at social networking sites, the technology should improve and thus serve up more relevant ads based on our true site behavior…Revenue Science, one of the biggest independent BT networks, is using forward-to-friend behavior to allow advertisers to target virally oriented people. Bebo, the social networking site AOL bought earlier this year, works with Elkridge, Md.-based Lotame, an agency that helps brand advertisers target unique users, such as new moms, who spend a lot of time on social sites.”

source: Behavioral Targeting: A Tricky Issue for Marketers. Becky Ebenkamp. Brandweek. Oct. 21, 2008

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

Leave a Reply