Ad networks and behavioral targeting; who benefits the most? Lightspeed Venture Partners Blog

Several ISPs adding those who like to bring citywide WiFi are buying ad servers and software that tracks user conduct with out necessarily knowing the identification of the person. The idea is to support free WiFi access via ads. Example: you go to a city which has free Wifi run by operator X. Based on the sites you visit through X’s community, you are shown ads at the bottom very discreet, they say.

The WiFi operator gets a cut from the sales. Now, you think this works only in large cities which have loads of people using the free network. However, one company says they’re able to mixture users around the nation. So somebody traveling auto related online pages in a small town will get an analogous ads as a person doing a similar thing in Philadelphia. The hope is that even small towns can help free ad supported Wifi networks. I think that one of the most major things that is still relatively untapped is the difference among definining buyers by what they do online versus who they’re and what is known about them.

Personally, I belive that the maximum income potential for online advertising is to be found in even better focused on ads to users in response to accurately who they’re instead of anything essentially no better than a breadcrumb where they’re searching for, what they did last, etc. Most online advertisers define and target people by what they did last rather than who they are and I think miss great income opportunities. In my curent and past positions CEO of YellowBot. com and head of bizdev for Citysearch. com I were responsible for licensing enterprise directory data actually touch information and more advantageous advice akin to hours, brands, facilities, products sold, URL, etc.

for local businesses. During these positions, I have either talked with or worked with three agencies Localeze, InfoUSA and Acxiom that assemble both business directory and customer data. Think about it this manner: everbyody over age 13 has a database file somewhere that’s normally being up to date and merged/purgerd together with your education, address, salary, phone number so that junk mail people can contact you. Then, the info companies append all the one of a kind demographic tips pets, boats, do you rent or own, faith, age, marital status, religon, specialised licensese, etc. to the purpose where any one can go out and purchase specialized data about buyers anytime they want to sell you something.

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