Last week, at WAT, we had been discussing about behavioral advertising, how online tracking is done, what is the business model that’s followed and the works. It was during this session that we came up with a futuristic model for online advertising, a refined version of today’s behavioral advertising.

 

According to Wikipedia :

“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 influenced by them.”

 

In future the question is what would the structure of behavioral advertising be? So, with Windows 7 coming, most of the OS’s in future will be touch screen. Also though there has been behavioral advertising which is on the rise ,on the same hand there have been privacy concerns attached to that.This is because behavioral advertising involves tracking user behaviour and importantly without the user’s permission.

 

In my last post also, I had written that futuristic model of  a web 2.0 network has to be web 2.0ish in nature, similarly the web will evolve in such a way that the users will have supreme power of what they want , how that want and when they want. Any privacy intrusion ( even by some dangerous mathematical algorithms) might lead to serious consequences for the advertisement agency.

 

Since behavioral advertisement has much more ROI than contextual and integrating more technology into means more effective mapping and even better ROI, the users might be paid to view advertisements by the advertisers. If you are not convinced the following futuristic model will i think convince you to believe it.

 

In future there will be a touchscreen based model, allowing you as a user to be mapped for advertising, which would involve tracking your moods, and even mindset using neural Networks and providing them with relevant ads. lets take the example of general user who is in tension as he has to find a gift for his friend on her birthday,  then an agency through the sweat of his touchscreen finger would map his heart rate and if it is implying person is cool and if via webcam they come to know he is merry, he would be shown gift ads of expensive nature, If by this way his sweat increases or his heart rate increases ,that would be followed up with a soothing or a calming advertisement. This will mean integration of hi-fi AI built bots who understand behavioural management. Also an important weightage would be given to the his web archive.

 

There is also a high possibility of cross-integration of media platforms where all media platforms like TV, FM, mobile and the internet so all advertisement would collaborate into one digital agency and your profile whether on TV, Radio, Mobile ,internet would be created ,at the same time there would be Trackbot (an online robot which could track your behaviour, interpret it through AI and neural networks, think and send you the relevant ads.

 

This would also lead to the birth of new agencies such as the one called [X+1] who would be responsible for leveraging sophisticated mathematical models to make optimal segmentation and targeting decisions for online marketers.

 

Since as I talked earlier even for agencies to really map you ,since it requires your permission ,you will be paid. If such a model is to become a reality, then I think Google is positioned the best since it tracks the user behaviour through their IPs . In all Maths is future of advertising .

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