Microsoft to Advertisers: “Behavioural targeting is transforming the capabilities of online advertising”

In a recent post, Microsoft extolled the virtues of using its behavioral targeting service profiling mobile phone users.  It explained that “campaigns can target individuals based on their online behaviour, including the sites that they visit, the actions they take and the terms they enter into search engines. In the US behavioural targeting on mobiles has already delivered increases in click-through rate of 215% for the fashion and beauty sector, 97% for airlines and 76% for auto advertisers.”

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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