Re: UKNM: ad targeting techniques

[Jon Curnow]

Hi


> Over the last 2 years (approx.) the big US advertising networks have shifted

> from content based targeting to targeting based on sophisticated personal

> profiling techniques. Over the same period average click-thru rates have

> fallen from 3% to 1%. Are the new techniques proving effective


Are there any other figures from the sources you quote?   2 years on

there are more people ignoring more banner ads because they are not

related to anything they are interested in.


However, are there any figures based on the user response at the

destination site?  I've often wanted to know if the sophisticated

targeting systems actually result in a  greater percentage of those

clicking staying with the destination site, or even (no, hush)

purchasing something on the destination site.


A two-thirds drop in the click rate would be OK if those that DO

respond actually follow through.


jon 

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