AOL Touts its “Powerful Data Warehouse” inc. from behavioral targeting. Hello, Arianna–Remember Privacy!

Excerpts from AOL’s Advertising.com “Adlearn” system and its experts:

* The sheer size and scale of AOL makes us a powerful data warehouse. We have massive amounts of data and raw ad serving logs coming from the AOL Advertising organization (including Advertising.com, ADTECH, behavioral and contextual logs, etc.). Our systems are processing five billion transactions (clicks, conversions, etc.) per second.

*access to inventory, data and analytics is going to become fairly liquid in the marketplace. This will lead to automation advancements in platforms and media planning tools that advertisers leverage to place campaigns…Automation will also impact the publishing side of the equation. Content will be created based on demand by users, and advertisers will align themselves with that content as it is created…Every impression in the future will be data-driven – we won’t serve run-of-network campaigns any longer. You will know something about the user before you serve an ad and every creative will be dynamically-generated.

and “eAddressable household level targeting”

  • Survey-based Targeting (MRI/Household Propensity): Target users within households that demonstrate the highest propensity to use certain products or services as indicated by MRI consumer survey panel data matched to Mosaic Household Lifestyle Clusters.
  • Purchase-based Targeting (IRI/Household Propensity): Target users within households that demonstrate the highest propensity to buy certain products as indicated by IRI consumer purchase panel data matched to Mosaic Household Lifestyle Clusters.
  • Offline Consumer Model Targeting (Experian eAddressable Audiences): Target users within households using Experian’s statistical modeling based on hundreds of offline data elements that are most predictive for defining the specific audience of consumers.
  • Custom Database Match: Target users within households that are both the advertiser’s best prospects and AOL media consumers with offline database matching.
  • Mosaic Household Lifestyle Cluster: Target users within households that are categorized by Experian’s 60 Mosaic lifestyle consumer segments.

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.