Onsite Targeting's Safe Effectiveness

Josh GordonThe debate about the value of all types of behavioral targeting continues to rage in the Beltway. One extremely interesting article published last week by ClickZ's Kate Kaye does some digging into how Capitol Hill works as it pertains to this hot issue in the online marketing space. Kaye uncovers the work being done by the Interactive Advertising Bureau to thwart legislative efforts that would do harm to the increased use of network behavioral targeting. The IAB's political action committee (PAC) is using financial and other resources to influence the debate on Capitol Hill. Kaye’s article has the details, and they are interesting details.

One important take away from this article is the continued focus of the behavioral targeting debate on network behavioral targeting.

While the differences between onsite targeting and network-level behavioral targeting have been detailed in this space before, a new twist on understanding these two different types of targeting may help further clarify the primary distinctions. Network behavioral targeting is designed to capture information about consumers on the vast World Wide Web to redirect them to a specific product or service. Onsite behavioral targeting is designed to secure the purchase or engagement once a consumer has reached a business’s website. Given that distinction, it is easy to see why network targeting is the primary subject of the privacy disputes, and onsite targeting remains a safe and effective tactic that enhances direct digital marketing.

Onsite targeting enables marketers to strike a balance between encouraging loyalty and increasing sales (with smart marketing and remarketing) and not violating a consumer’s well-deserved privacy. Reviews of various onsite targeting technologies are available, and provide better information on what makes onsite targeting so distinctive and effective. Read one in Retail Merchandiser or E-Commerce Times.

The safety and positive business impact of properly using onsite targeting strategies are self-evident. Onsite targeting is not the invasive “red flag” technology that network targeting technology is, even though industry experts and media sometimes group the two together under one umbrella definition. In reality, the two types of technology – both in their application and the outcomes they create – are very different. While network behavioral targeting requires the capture and use of data points gathered from all over the Web to work, onsite behavioral targeting is contained, controlled, and as useful to the consumer as it is to the business.

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  1. […] As a top resource for direct digital marketing information, The Lunch Pail authors have contributed a wide array of content on behavioral targeting – from the basics (which approach works best), to the safe effectiveness of onsite targeting. […]

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