Comments on: Microsoft Moves to Behavioral Targeting, Will They Acquire Help? http://www.conversionrater.com/2006/12/31/microsoft-moves-to-behavioral-targeting-will-they-acquire-help/ A discussion of ecommerce, online advertising, Web 2.0, web entrepreneurship, and just making the web convert for your goals. Wed, 07 Jan 2009 20:52:27 +0000 http://wordpress.org/?v=2.6.1 By: Napaspa http://www.conversionrater.com/2006/12/31/microsoft-moves-to-behavioral-targeting-will-they-acquire-help/#comment-46723 Napaspa Sun, 31 Dec 2006 19:58:56 +0000 http://www.conversionrater.com/index.php/2006/12/31/microsoft-moves-to-behavioral-targeting-will-they-acquire-help/#comment-46723 IMHO behavioral targeting hasn't "taken off" because the premium the networks try to charge is not justified by the resulting performance. If companies like Tacoda/Tribal/Valueclick/24/7 charged an appropriate premium tied to conversion lift over RON for thier targeted inventory, I'd use them instead of running larger RON campaings at lower rates. After testing a number of networks (including right media) perfomance lift was never what they claimed it would be. This caused me to loose faith in their claims/technology. In my experience Yahoo, Advertising.com & MSN (MSN has had some behavior targeting for 2 years at least) targeted inventory is more appropriately priced and makes more sense (and is more scalable.) I've never worked with revenue science because of how they built thier network. You never mentioned Claria, WhenU or AWS for that matter. What about them? IMHO behavioral targeting hasn’t “taken off” because the premium the networks try to charge is not justified by the resulting performance.

If companies like Tacoda/Tribal/Valueclick/24/7 charged an appropriate premium tied to conversion lift over RON for thier targeted inventory, I’d use them instead of running larger RON campaings at lower rates. After testing a number of networks (including right media) perfomance lift was never what they claimed it would be. This caused me to loose faith in their claims/technology.

In my experience Yahoo, Advertising.com & MSN (MSN has had some behavior targeting for 2 years at least) targeted inventory is more appropriately priced and makes more sense (and is more scalable.)

I’ve never worked with revenue science because of how they built thier network. You never mentioned Claria, WhenU or AWS for that matter. What about them?

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