Eliminate the Confusion: Behavioral Targeting Buying Guide

Companies far and wide in the online publishing business trumpet the fact that they offer some form of “Behavioral Targeting,” with varying names and approaches to the discipline. Here’s an overview of the types of Behavioral Targeting that is being offered in the marketplace, and how to accurately qualify the quality of targeting.

Desktop/ Adware	Targeting against the behaviors of users who have signed up for a desktop application	Undefined - borderline unethical; consumer may or may not be aware that they are signed up; many government issues surrounding this type of privacy invasion	NA
Advertiser Re-Targeting	Targeting users who have visited the advertiser's web site	High - exremely qualified as they've already expressed interest in the advertiser's brand by previously visiting the site; opportunity to relay sequential messaging and unique promotions	5
Keyword Searches	Targeting users who have performed a relevant keyword search on a search engine	Low to Medium - Some searches may come across as targeted which are not (i.e. user searches "Ford" and is researching Henry Ford instead of looking for a Ford vehicle); high value audience (if parsed correctly); actively seeking specific destination rather than one-to-one correlation with ad	3
Auto Intender	Broad definition of an auto shopper who has visited any type of automotive site	Low to High - Varying levels of qualification based on quality of search (i.e. A user who appears on a Ferrari enthusiast site vs. a user who appears on Vehix.com)	3
Targeted Auto Shopper	Tighter definition of an auto shopper - driven by the body styles and makes/models for which a user is shopping	Highest - Similar to advertising on contextual auto research sites; the most qualified automotive prospect; very tightly defined shopper with greatest value to advertiser	5