Joe Apprendi, Founder and CEO, Collective Media
Richard Frankel, President, Rocket Fuel Inc.
Jeff Hirsch, President & CEO, Audience Science (formerly Revenue Science)
Nancy Marzouk, VP Media Sales, x+1
Dave Zinman, VP and GM Display Advertising, Yahoo
Panelist were asked to come up with one question that the advertiser must ask before making a decision about which networks to use for their Behavioral Targeting campaigns. Here are the 5 questions that they came up with:
- Where are my ads going to run?
- How am I going to achieve my goals?
- What data is going to be used for Targeting?
- What is fundamentally different about what your company does as compared to other networks?
- Why should I be spending my time with various networks, what do they do different?
It was clear that the onus is on the advertiser to dig in and get their questions answered.
I also suggest reading following two blog posts, which I wrote on this subject, before you start engaging in behavioral targeting.
- 5 Steps to Successful Behavioral Targeting
- 5 Step Process to Ease Privacy Concerns Regarding Behavioral Targeting .
You might also be interested in other Behavioral Targeting Posts.
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