Category: Congress

Online Ad Networks Targeting Teens: Time for new privacy safeguards

Teens are a major focus of online advertising.  We have asked Congress and the FTC to develop safeguards to ensure adolescents have their privacy protected.  As part of the public debate, it’s useful to review how online ad networks target teen users.  Here are some examples:

Betawave (its 12-17 targeting service):  “If it feels like it’s impossible to capture the attention of today’s short-attention-span teenager, we’d beg to differ. On average, teenagers spent 15 mins per session on our publisher sites and 73.7 mins per month. More importantly, their mindstate is highly receptive to advertising with stats 118% higher than industry average and 158% more likely to agree that advertisements influence their purchase decisions…What’s our secret? Our selection of casual games, virtual worlds, and social play sites that are in touch with their Teen and Tween audiences. We know how to create content to hold the attention of the American Teenager, but to also keep them coming back for more…Our Teen and Tween audience consumes all types of different media, but is addicted to the Internet. The content of our sites appeal to the “Influencers” — the kids who assert their preferences with parents and peers and impact the behavior of others…“Virtual World Integration:  Imagine a marketing vehicle where users embrace sponsorship, where they constantly ask for more brands, and where advertising is seen as a validation of their community. Virtual worlds offer this experience to savvy marketers…Integrate your product into virtual worlds, and turn casual observers into brand champions.”

Kiwibox teen network [Burst Network]:  “Kiwibox Teen Network, brought to you by Burst Network, is the premier online vehicle for advertisers looking to target the teenage audience of girls and guys that are currently in high school or college. The anchor site for the network, Kiwibox.com, is a popular social networking destination and online magazine for teens…

As a member of Kiwibox Teen Network, your site will get the attention of popular brand marketers and attract high CPM campaigns. Advertisers on Kiwibox Teen Network will include the best brand names in consumer electronics, telecom, entertainment, apparel/footwear, snacks and beverages, retail, beauty products, and fast food…Kiwibox Teen Network supports several types of Rich Media layer ad units, including Interstitials, Superstitials, Floating, Synchronized and In-Person Rovion ads. We have partnerships with the top Rich Media vendors like PointRoll, Eyewonder, EyeBlaster, Unicast, Interpoll, and Atlas… “

Yahoo tells Advertisers: “We even know their online user behaviour and when they are ready to buy” [Annals of Behavioral Targeting]

Via Yahoo’s UK site:

Precision is where the real value lies. We know what our users are interested in. We also know their demographics, geographics and psychographics. We even know their online user behaviour and when they are ready to buy. So we can find you whoever you fancy and you won’t be bothered by anyone you don’t.

The “Hidden Persuaders” returns with the growing role of Neuromarketing: “Your message or materials will be absorbed directly into the consumer’s subsconscious” [Annals of Mass Micro-Persuasion]

As we have explained to policymakers in the US and EU, the growing use of neuroscience techniques requires government scrutiny and regulatory safeguards. Even political campaigns appear to be using such methods.  No one should be permitted, in my opinion, to devise any public effort that is designed to deliberately influence the unconscious part of our brain.

Here’s an except from a research paper by a Nielsen backed neuromarketing firm called Neurofocus.   The paper is “Absorption:  How Messages Morph into Meaning And Value in The Mind,” and was written by Dr. A. K. Pradeep.  [published September 2008]

Engagement brings you to the threshold. Absorption carries you beyond, to the state where your message or other material has been fully taken in by the consumer’s brain... Full absorption is also when your message or materials or retail environment, etc. return the highest rate of impact and value for your investment. But neuroscientific research demonstrates that you cannot, and will not, reach that goal consistently and most effectively unless and until you understand how the brain actually functions, and you shape your messages/material /environment accordingly.

For example, as I cited above, we have identified 67 specific ‘best practices’ that should be implemented when words and images are presented on a screen (any screen, from a TV or PC to a mobile phone or movie theater). They are the result of advanced neurological research into various brain functions, and especially research that has delved into the mysteries of diseases like Alzheimer’s, and brain conditions like ADD/ADHD, obsessive/compulsive behavior, and bipolar disorder.

Follow these best practices, give the brain what it wants and likes most, and you stand the best chance of success for your brand and your investment. Your message or materials will be absorbed directly into the consumer’s subconscious, where we can measure them for their effectiveness at the level devoid of any ‘outside’ contaminating influences like education, language, cultural ethnicity or other factors.





Online Behavioral Marketing: “targeting types of people”

excerpt:  “Were seeing a fundamental shift from where traditionally marketers have targeted pages, to where they’re targeting types of people” [ says Joshua Koran, VP, Targeting and Optimization, ValueClick, Inc.].   Advertisers can tailor their campaigns for a stronger impact by better understanding the behaviors and characteristics of their ideal customers, and by serving ads only to them. The ads’ messages can be tailored to the tastes of these customers, in addition to the content near the ad…They look through an advertiser’s historic data, analyzing the behaviors of the people who ultimately clicked on an ad or converted. Software helps them mine this data to better understand which behaviors have a high correlation with conversion.

Using the insights from data mining, they target ads to people with the same characteristics of those who have already clicked or converted…”Even without knowing ahead of time which audiences are more likely to respond to a campaign, we can watch which audience are clicking and converting and begin targeting more of them.”

source:   Behavioral Targeting: 3 Methods Compared, and Tips on Simplifying Data.  via Adtech.

Study: “…our findings suggest that if Americans could vote on behavioral targeting today, they would shut it down.”

That’s from the overview section of an important new research report: Americans Reject Tailored Advertising and Three Activities That Enable It. Conducted by a team of academics in two leading universities–the Annenberg School for Communication, University of Pennsylvania and UC Berkeley’s Center for Law & Technology–it’s an essential text for those concerned about privacy, consumer welfare and civil liberties.  The study is a concise overview of the issue, and includes a very important analysis and discussion.

Protecting Privacy Online from so-called `Smart’ Ads that “Gleans Information about the Consumer”

As we have explained to policymakers, they also must address how online marketing applications threaten consumer privacy.   The rise of so-called smart ads that learn about your interests and behaviors, and then makes you special offers, involves the use of sophisticated digital techniques such as rich media. As this week’s Performance Insider on “Add Direct Response to Get More out of Rich-Media Ads” explains:

Ad delivery technologies further enhance direct response success by leveraging dynamic ad generation to produce a custom rich media ad that is optimized based on specific levers — products or creative elements of interest to the consumer combined with behavioral, demographic, geo and other targeting. By creating an on-the-fly, ultra-relevant ad with in-banner key response activities, marketers will drive greater interaction, response and conversion.

Rich media and online marketing company Pointroll (owned by Gannett) explains how the use of its “tailgating” technologies expand the capability of interactive multimedia ads:

Rich media ads are attention-grabbing, powerful, and engaging. They can encourage consumers to buy products and direct them to the advertiser’s retail stores or website via click-through to make the purchase. But until now, they were not a true end-to-end solution. Now, through a partnership with tailgate, pointroll offers secure ecommerce capabilities directly within rich media ad units. With pointroll ads powered by tailgate technology, consumers can purchase goods and services directly within the ad unit, without ever leaving the site they’re browsing. Tailgate can enable any credit card-based ecommerce transaction. Possible applications include purchasing movie tickets, music, ring tones and retail goods; and making political or charitable donations…Advanced analytics – integrated reporting, analysis & research tools provide an in-depth look at campaign performance and visibility into consumer behavior and purchase patterns.

Pointroll’s Ad Control product adds this dimension:  Create, deliver and measure unlimited creative and messaging combinations with dynamic ads that influence the right consumer at the right time with PointRoll’s AdControl.  Create: AdControl enables advertisers and their agencies to easily produce infinite ad combinations by mixing and matching various creative elements and dynamically generating a unique ad in real time. Connect: AdControl seamlessly leverages each possible creative combination and marries it with information known about the user to deliver the most relevant, customized ad experience based on characteristics such as geo, site, placement, or custom defined variables…AdControl gleans information about the consumer and turns this knowledge into a customized ad; ensuring the most relevant creative is served to each user…By mapping user characteristics to creative elements, AdControl can produce the right ad for the right consumer.

Neuromarking for Politics and Online Ads: “which [ad] has a greater effect on the brain”

excerpt:  At MindSign Neuromarketing we use the only free-standing independent functional MRI facility and our own brain activation methodology to show what consumers are thinking while using a new product, and seeing an ad… Pennsylvania Avenue (politics):  We take your political TV, Web Video or Radio ad, and show you what parts or scenes cause activation and what parts cause deactivation, which parts we’re the most engaging, and which parts were the least, for each and every demographic and political affiliation. We compare your ads to your competitor’s ads to see which is more activating and at what parts. We then graph the brain responses to your ad versus our database and show you which parts of your ad are more activating than the average brain response to an advertisement, and which parts are less activating. We make a video graph, so you can watch your ad and see the brain reaction mapped over it in real-time—you can see what about your ad causes brain activation or deactivation moment by moment…Madison Avenue (advertising)…We take your Print or Web Advertisment and compare it to our database to see if your product design is more or less activating than the average brain response for all similar advertisements. We compare your product to your competitor’s and see who’s is most activating. Finally, if you’re trying to decide between different versions of your own print or web advertising, we’ll show you which one has a greater effect on the brain, helping you make a better final decision.

Microsoft’s Mobile Behavioral Targeting includes deal with ad giant Publicis

The growing integration of data collection and targeting across key platforms by key online marketing conglomerates, such as Microsoft, with advertising agencies is one issue that policymakers must address.  Here’s an excerpt from a Sept. 21, 2009 announcement on Microsoft’s mobile marketing plans:

Publicis Groupe’s Phonevalley, the world’s leading mobile marketing agency and part of the VivaKi Nerve Center, announced today a strategic agreement to create customized mobile advertising solutions, technology and metrics that will run across Microsoft’s mobile web properties, including the Microsoft Media Network, Bing and MSN. The packaged solutions will be available in 14 markets worldwide, including the U.S., the UK, France, Italy, Spain and Germany.

This alliance strenghtens the relationship between Microsoft Advertising and VivaKi. It furthermore reinforces the VivaKi strategy to build a market leader in digital communications, in an increasingly mobile world.

Phonevalley and Microsoft Mobile Advertising will work together to design innovative packaged mobile advertising solutions for six industry verticals: luxury, retail, entertainment, automotive, travel and financial services… To efficiently drive the most qualified audience, the package would take advantage of the innovative ad formats and new targeted mobile media features such as behavioural targeting developed by Microsoft Advertising.

Additionally, by utilizing data from dedicated vertical research and post test results, advertisers can further improve the efficiency and efficacy of their campaigns to better engage with their target mobile audiences.

What unites Google & Microsoft?—Advancing Behavioral Targeting!

via New Media Age [excerpt]:

AOL, Microsoft and Yahoo are among six industry players to come together for an event to educate the market about behavioural targeting.  The invite-only event on 29 September at Microsoft’s offices is targeted at decision-makers within agencies and clients.

Google, Specific Media and AudienceScience are also involved.

Zuzanna Gierlinska, Microsoft Advertising’s head of Microsoft Media Network… who helped steer the initiative, said the group wanted to help brands feel more confident about behavioural targeting.

“We wanted to get these providers together and take what’s currently been talked about broadly in the industry to the next level,” she said…

The event will cover subjects such as the benefits of behavioural targeting to users and the role of creative agencies.

Online giants unite to offer behavioural targeting tips.  Suzanne Bearne.  New Media Age.  27 August 2009.  sub required

Microsoft’s Behavioral Targeting includes Web, Mobile and Xbox

As the debate in Congress, the FTC, the European Commission heats up about behavioral targeting and online privacy–and as regulators examine the Microsoft/Yahoo data deal–here is how Microsoft plans to extend it’s use of behavioral targeting [from MediaPost, excerpt]:

 Microsoft last week began offering behavioral targeting for ads running on its mobile network. But while the service offers a range of online targeted categories — about 100 –to advertisers buying mobile display inventory, the launch really means so much more.

Jamie Wells, Microsoft’s global director of trade marketing, mobile advertising solutions, says the targeting cuts across the Web, mobile and Xbox platforms when consumers sign into their Windows Live account. It allows media buyers to purchase consumer profiles demonstrating interest in specific categories, as well as specific times in a purchase funnel.

The technology doesn’t rely on cookies, but rather the user’s Windows Live ID. Cookies present a challenge on the Web, but even more so on mobile. Sometimes telecommunication carriers either strip out cookies or don’t accept them from third-party companies. So, rather than use cookies, Microsoft relies on behavioral profiles associated with Hotmail email and Xbox accounts through Windows Live ID. When a person on a mobile phone uses that same ID, Microsoft can link the behavior on the Web with behavior on their mobile phone and Xbox.

Although tight-lipped on Microsoft’s strategy, Wells admits “this is just the beginning.” Microsoft plans to expand its approach to tie together the Web, mobile and Xbox, drawing on the power of the entire Microsoft network. The strategy will integrate the audience, he says.

“The mobile application addresses one of the biggest challenges, which is targeting,” Wells says. “This is a way to circumvent the cookie problem and use online profiles. Also, some folks would argue that there’s a much higher bar for ad relevancy on mobile, and BT speaks right to that.”