Adaptlogics, Dr. Erik Wallin will speak at the eMetrics Marketing Optimization Summit in Stockholm on the 28 of September.

His topic is “How to measure ROI for personalization” – How do you know if personalization works? Examples from Scandinavia’s largest media companies using the Adaptlogic system on how metrics has been defined, measured to optimize the ROI.

Read more and register on http://www.emetrics.org/stockholm/

During September Enrio will test Adaptlogic behavioral targeting system to increase CTR.

[In Swedish] http://www.eniroblogg.se/forhoppningsvis-annu-battre-banner-kampanjer/

Adaptlogics CEO Fredrik Sparrman will speak at WAN-IFRA Conference ”Innovative ads and business in digital Channels”. The conference will be held on the 5th of may in Stockholm. The topic of his speach is “Which BT to choose? – 2 cases about Behavioral targeting solutions”

Read more and register on  the WAN-IFRA site

Using Behavioral Targeting for targeting ads is a significant revenue source for web content and services providers. A NAI sponsored BT-study performed on 9 ad networks in US (of top 15) for full year 2009 reveal the following:

The survey results reveal three key findings (from report):

(1) Advertising rates are significantly higher for behaviorally targeted ads. The average CPM for behaviorally targeted advertising is just over twice the average CPM for run- of- network advertising. On average across participating networks, the price of behaviorally targeted advertising in 2009 was 2.68 times the price of run of network advertising.

(2) Advertising using behavioral targeting is more successful than standard run of network advertising, creating greater utility for consumers from more relevant advertisements and clear appeal for advertisers from increased ad conversion.

(3) Finally, a majority of network advertising revenue is spent acquiring inventory from publishers, making behavioral targeting an important source of revenue for online content and services providers as well as third party ad networks.

BT Verticals Pricing
The automotive BT vertical is the most valued followed by Entertainment, Travel, and Health. Finance and Home is less valued.

The figures are based on an ad inventory of 3,323 Millions USD. For full report, check out: www.networkadvertising.org/pdfs/Beales_NAI_Study.pdf

Adaptlogics founder Dr. Erik Wallin will speak at Internet Marketing conference in Stockholm on the 26th of march. His theme is “Finding new revenues using behavioral targeting”.

Read more on IMC site

Wikipedia defines BT:

“Behavioral targeting uses information collected on an individual’s web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested.”

Believe?

We have been in this industry since the 90s. And right from the beginning, we have been measuring and compared data (control group, A/B-testing) in order to continuously adjust, refine and augment the effects of personalization. Those are absolutely crucial means to create success and value for our customers.

Competitors who don’t measure and compare: Please do or get out of our way! Can I delete the word “believe” on Wikipedia?

Do not miss the latest Behavioral Insider “Does Behavioral Targeting Need A Ranking System?

Behavorial Targeting is expanding. Estimates put the industry on a growth rate of about 20% from 2009 through 2014. The word is out on the street; BT is the thing. And even with all that projected growth, do advertising and marketing executives understand the benefits and the challenges? And do we help them to understand?

I met a potential customer a couple of months ago. He had read an article: “BT-based advertising will in 5 years time be bigger than search. Could he buy this BT from us?”

I didn’t know where to start. For example, Adaptlogic also provide contextual targeting solutions, which isn’t actually a Behavioral method. But we just don’t dare to explain to our customers, afraid of the unnecessary confusion that it would create.

We believe that our industry needs to agree on a common language in order to help advertisers, media owners, visitors etc to understand and evaluate the best solution for them.

Do you want to help us?

I am attending a conference IMC in Stockholm. A group of approx. well experienced 30 persons discussing Internet marketing topics.

Right now we are listning to EMEA CEO of Omniture. Whats strikes me is:

Companies spend 80 times more on Internet advertising than on site optimization. Meanwhile, most companies have a business purpose with their site, and optimization would most likely increase conversion rates or other metrix with 50% or more. Most advertisers are trying to avoid Media waste. How about spending some energy on how to avoid prospect waste.

Start today:

Today the IAB/PricewaterhouseCoopers’ Internet Advertising Revenue Report came for the first half 2009. One thing that gets my attention is the trend that Performance (CPC, CPA, etc.) is continiusly increasing and at the same time CPM is declining (been like this since 2006).

From IAB Internet Advertising Revenue Report 2009-10-05.

So it seems like the ad-budgets are moving towards Performance. Is this only natural logic? Now when technology has made it possible to find the ”good half” according to John Wanamaker’s saying:
”Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Still the bulk of the performance spending is on search words, but how long will it take for Google to change that? Two weeks ago Google annonouced that they will move the AdWords bidding mechanism to display ads in DoubleClick and create an ad exchange. And thereby ”…enables publishers to get the most value out of their online content…”.

This will probably put more pressure on CPM prices (despite Google’s saying that it will increase revenues for publishers).

Market share Impressions 2009-10-01 according to BuiltWith.

I’ll keep an eye on the development of DoubleClick’s market share.

I have to admit I hadn’t heard of the use of Flash cookies until recently (one of our customers enlightened me). I still haven’t found anything that looks like a GUID in any of the Flash cookies on my computer, but what I understand that is very possible to store (actually by default 100K can be stored – compared to max 4K for Internet Explorer).

The big issue is that they are very tricky to find and to get rid of. You might think that when you clear your browser’s history etc, you are safe – wrong! The Flash cookies stick, until you google around and find a page at Adobe (Settings Manager) where you can chose to Remove All Websites.

Of course you need to have Flash installed in your browser to get Flash cookies, but I guess that it’s only IPhone users that do not run Flash (yet!).