auf Search Engine Watch findet man den Artikel „What’s the Buzz Behind Behavioral Advertising?„. Dort wird eine neue, kommende Werbeform beschrieben, die einen ganz anderen Weg verfolgt, als kontextsensitive und statische Werbeformen. Anhand der Bewegungsprofile der User wird abgeleitet, welche Webseiten und damit Inhalte der User eher bevorzugt. Passend dazu sollen ihm dann die Werbebanner vor die Nase gehalten werden.
For example, the person who frequents sporting sites might see ads for hockey tickets or golf clubs on a page about the local business economy, while the woman who visits travel sites regularly might see ads for vacation packages or travel agents. These ads, while not related to the article about the business economy, are still very targeted to that particular user at that particular time. And this super tight targeting of the individual is what makes behavioral targeting so successful to those advertisers using it.
Studies have shown that conversions are higher when people are targeted through behavior rather than content because behavior can determine a person’s actions. Whether it is looking at specific sections of an online newspaper or visiting a certain type of site more than once, those actions are used to determine each user’s interests. And it is those actions that make conversions.
Und Search Engine Watch beschreibt einige Probleme, die es noch zu lösen gilt, bevor man das wirklich anbieten kann (Datenschutz zB).
