Behavioral targeting added to MSN adCenter

    The behavioral targeting feature in MSN adCenter appeared on Tuesday, Mediapost reports . The system studies the search history of users and the list of visited websites, on the basis of which it distributes people into 18 thematic groups, among which are mobile users; active internet users; gamers movie fans; young mothers and pregnant women; parents; travel seekers; car buyers; researchers.

    An advertiser can select one or more categories of users to show them their search advertising by keywords.

    In addition, the advertiser can choose the age of the audience and the geographical region of their residence, as well as the exact date and time for the advertisement to be displayed. With the exception of behavioral targeting, all of these features were available before. Now, auto parts dealers, for example, can choose only those users who have bought cars recently to display ads.

    Behavioral targeting is one of the key technologies that distinguish the next-generation advertising platform MSN adCenter from its main competitors Google AdWords and Yahoo Search Marketing . Advanced targeting in adCenter has been tested since the beta version of this platform was released in August 2005. Behavioral targeting was shown back in January 2006.but only in September became available to advertisers.

    Behavioral and demographic targeting is, of course, a very important functionality that really sets Microsoft apart from its competitors. The problem is that even the expanded functionality will not allow MSN to approach the leaders in the contextual advertising market until the search engine MSN Search catches up with Google and Yahoo in popularity, and it is still very far behind. According to recent statistics , Google controls 43.7% of search traffic in the US market, Yahoo - 28.8%, and MSN - only 12.8%, and the share of MSN continues to decline.

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