Behavioural Targeting Gains in Popularity But Needs Clarification
The behavioural targeting industry in Europe has gained momentum in recent months. Eyewonder has unveiled a "predictive targeting" technology, placing it in direct competition with US marketing body AudienceScience, who in turn have recently acquired their German rival Wunderloop to widen their European reach.
AudioScience and DM2Pro have released a survey that revealed 80% of media agencies and 72% of online publishers in the US now use behavioural targeting. Their study of 500 professionals within the advertising, media agency and publishing industries in the US also revealed however that brands find targeting campaigns difficult to measure because there's currently no industry standard in place. The publishers and agencies further reported a concern about lack of detail in how targeting strategies actually perform.
Under the guidance of the Internet Advertising Bureau, the UK digital industry is due to introduce a set of proposals to the EU which will demonstrate their effectiveness in providing privacy and transparency to internet users using best practise and self-regulation with regards to the strategic use of data.