Yahoo India to Launch an Innovation in Online Banner Advertising?
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We have seen social ads, contextual ads, and now - if the buzz is correct, Yahoo India will soon be launching a service where banner ads will be behaviorally targeted at users.
Rammohan Sundaran, National Sales Manager for Performance Accounts at Yahoo India has said that ads can soon be targeted at individuals on the basis of their behaviour on a website. What this may essentially do is make banner ads more relevant.
The platform on which this kind of targeting will work remains to be seen.
Behavioral advertising is a form of online advertising that follows the user around. For example, a web surfer who has just priced some flights on an airline’s website might be shown a travel-related ad when he surfs to the next website in which he’s interested, which might be for the local pizza joint.
The theory behind behavioral advertising is, in a sense, pretty simple. Most people are bombarded with ads most of the time, especially when web surfing. As a result, we tune them out. Because of the usual advertising practices, we might be better at tuning out ads that are in the same context as the content we’re reading.
To put it in simple words, we are so trained to tuning out ads about Connaught Place while reading articles on Delhi that contextual advertising is sometimes rendered useless.
I think that’s why Rammohan Sundaran told us that this kind of behavioural advertising is different from contextual advertising.
To rise above this clamour, it’s necessary to hit web surfers with a surprise, something that doesn’t fit the normal context.
The long term potential of such an exercise is not concrete.
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hmm a nice concept about advertising targeted towards the behaviour~~~is it launchin under the model of adsense???i mean is it comin out with its own advertsing initiative like adsense??o track the behaviour isnt it against privacy??
Guys this is a little speculative - Yahoo is having its official press conference on the 19th in Delhi. All the Details will be revealed there.
hey rambhai - i think itl launch another model similar to adsense. they create ad platfroms. In ethical terms it is against privacy but you should try reading some of the fine print these online ad guys have!