Aiming for better targeting

People want relevant ads but not the behavioural targeting that makes them possible. Could a new Google initiative change their view?

One important endorsement of the IAB’s approach came from the UK government via the Digital Britain report, however. Not only did the report welcome the IAB’s approach, it also highlighted the role behavioural targeting has in growing the industry.  But a note of caution was sounded at last month’s Marketing Week Live! event by IAB head of regulatory affairs Nick Stringer. He warned that despite the Government’s acceptance of industry self-regulation in general, and of behavioural targeting in particular, the issue is still causing controversy at a European level.

The other problem with greater use of behavioural targeting by media owners is that site-based, and to a lesser extent network-based, approaches are struggling with numbers. Behavioural targeting works best when it creates segments containing large numbers of people, but on a lot of sites the audience simply isn’t big enough. This is why media owners are now looking to share data from non-competing sites in a bid to increase the pool of data from which they can build their segments.

Enter Google. The search giant is running trials of its behavioural targeting network with selected advertisers ahead of a full launch later this year. It believes its size means it can bring both scale and granularity to the sector for advertisers; it should also mean that internet users quickly see a rise in the number of targeted ads they get. And once the industry is seen to be keeping its side of the targeting bargain, customer acceptance of the new social contract around this type of advertising should start to rise to everyone’s advantage.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here