Article

Top 100: 33. Behavioral targeting

July 5, 2011

The constant deluge of user-generated content churned out by users of Facebook, Twitter and YouTube is nothing less than a behavioral marketer's dream come true. Social media users have a growing propensity to divulge their likes and dislikes in obsessive detail — where they go to eat, the bands they listen to, the movies they watch, the clothes they buy and the events they attend. All that data, freely given, is rich in exactly the sort of detail that behavioral marketers need to select which advertising massages to display to that individual. The challenge is to find the appropriate opportunities without seeming too invasive or acting like a virtual stalker.

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