Behavioral Marketing

Call it the behavioral bright spot.

A refreshing getaway from negative chatter surrounding the recession, this year’s OMMA Behavioral conference took an optimistic dive into the growing sector of digital advertising via behavioral targeting. Chris Hansen, 360i’s VP of Performance Marketing, participated on two panels at the event, heading up a panel on audience modeling and participating in a session on agencies’ adoption of behavioral targeting practices. Read the full article

by Chris Hansen
VP of Performance Marketing, 360i

This week, the Network Advertising Initiative (NAI) released its 2008 NAI Principles. These principles are designed to provide member advertising networks, specifically those that offer behavioral targeting, a code of conduct for data collection and a set of rules regarding user privacy. The main goal of these guidelines is to create a unified set of best practices for the industry to follow as a means of self regulation and to stave off potential governmental legislation in this area.

So what impact do these principles have on the behavioral programs you may be running? Frankly, for most marketers, there will be no impact. Most large advertising networks, specifically those networks 360i works with, are already part of the NAI and have been working under similar guidelines. The NAI Principles are merely a formal declaration of the rules and best practices that the NAI and its member networks have followed for some time. If you are currently running a program using some form of behavioral targeting, including remarketing or re-targeting, and are working with a network that is part of the NAI, then you are in compliance with their guidelines and should feel comfortable that you are employing industry best practices.  

Specifically, these networks will not and do not: 

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