Tatto Media offers behavioral solution

Marketers who sign on with the network can begin pushing the campaign within 24 hours; behaviorally targeting ads has been shown to improve the engagement of consumers. Once the campaign is live, marketers are given live analytics to make changes on the fly, and are giving the ability to crease multiple ads from a single so that the ads can be customized according to targeting information.

Although privacy groups in the past have balked at advertisers tracking consumer behavior for advertising purposes, it seems that consumers are becoming less worried about it. According to information from TRUSTe, more than two-thirds (69%) of consumers know that their online activities are tracked, but aren't as worried as in the past. Still, there is a long way to go before behavorial targeting really connects with consumers.

According to the survey, consumers report that less than 25% of ads served to them are relevant. What is worse is that more than 70% report the irrelevant ads are both intrusive and annoying.

Rather than simply targeting according to behaviors or demographic, it seems that marketers must employ multiple targeting methods in order to reach an increasingly wide consumer base. Targeting according to behavior and context, for example, has the potential to reach a more engaged consumer base than simply targeting behavior or context.

Tags: behavioral targeting, online advertising, targeted advertising, Tatto Media