Interesting exchange between Bennett Zucker and Bill Gossman about who came up with the term “behavioral targeting”.
The roots of BT technology go deep…the 2nd wave firms (Tacoda, RSI, Blue Lithium, 247RM) have certainly hit a nerve with online marketers. One nettlesome caveat is the pernicious patent problem associated with it.
After extensively using the tools myself at Walmart.com (247RM’s flavor), publishers now have plenty of control, much better reporting and control interfaces; the results have been impressive in clickthrough and conversion rates.
The question is does BT scale?
Neural’s OptiMatch had a unique approach!