©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Much has been said about how to make behavioral marketing more effective. A lot has also been said about how great it is. In fact, you’ve probably heard the term “Holy Grail” used more than once about behavioral marketing.
But we rarely have the conversation in this industry about how advertisers should think about behavioral marketing with a long-term view. To be sure, potential future regulation is a major issue. But marketers should be equally concerned with how they can protect their data as behavioral advertising becomes more and more common.
Data is the currency of the Internet. It is transacted more frequently than anything else in online advertising, even dollars and impressions; and yet online marketers don’t value data very well. They don’t value it highly enough. And typically they don’t protect it very well.