Behavioral Targeting as “Anonymous”–Can You Fool all the Regulators All/Some of the Time?

excerpt and my emphasis from new product announcement.  Ask your self as you read, is it anonymous?:  “…Behavioral Targeting is the latest addition to the Amadesa Customer Experience Suite and represents a powerful extension of Amadesa’s personalization continuum…“Amadesa’s site-side Behavioral Targeting algorithm goes above and beyond how most marketers define personalization by incorporating principles more commonly seen in advanced advertising solutions and applying them on marketers’ sites,” explained Rita Brogley, Amadesa’s CEO. “Although the technology is among the industry’s most sophisticated, the integrated user interface makes Behavioral Targeting easy to implement with little follow-up required of the marketer…

  • An algorithm that anonymously collects hundreds of user data attributes, including time of day, day of week, IP address, referring URL and more
  • In-session updating which captures visitors’ actions and behaviors, incorporates them into personas and acts on these findings in real time
  • A sophisticated, yet easy to use, interface with actionable reporting that allows marketers to compare Behavioral Targeting traffic with a control group to track the results of the algorithm
  • A quick preview function which lets marketers easily view content options prior to launch...”

From Product Overview:  Amadesa’s Behavioral Targeting (BT) algorithm personalizes site content and media elements for visitors based upon their real-time behaviors. BT analyzes hundreds of data elements to learn which campaign promotion, category image or general creative is most compelling for each individual. By automatically matching the best content to each visitor, BT can have a dramatic affect on conversions and engagement…
source:  Amadesa Adds Site-Side Behavioral Targeting to its Continuum of Personalization SolutionsAmadesa Adds Site-Side Behavioral Targeting to its Continuum of Personalization Solutions.  Press Release.  June 15, 2009.
and Amadesa Product Overview 2009.

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.

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