ࡱ>  ?( !"#$%&'@*+,-./0123456789:;<=>BACEDHFGJIRoot Entry F[ҡOlk10SideProps_0001(__nameid_version1.0([ҡ[ҡ__substg1.0_00020102*0 "/0123456789:;<=>?@ANWYbcdefghijklmnopqtz{ghujL?q5D$+8+*Vmspst.dllNITA7nC:\Documents and Settings\Owner\Local Settings\Application Data\Microsoft\Outlook\Outlook.pst@0Iґ@0~[ҡǠ0l,eM#~z F FF  8 P l  X-AntivirusX-POP3-FromX-__substg1.0_00030102*X__substg1.0_00040102*__substg1.0_10060102* __substg1.0_10080102* CampaignX-Company_IDX-MailerISP6X-ChoiceMail-AcceptedReason8X-ChoiceMail-OriginalAccountfB W  TVV __substg1.0_10090102* __substg1.0_100B0102*__substg1.0_10100102* __substg1.0_10130102*8d5  y IPM.NoteBehavioural Targeting - the latest news and viewsSMTP:TACODA@MAIL.VRESP.COM__substg1.0_10140102* __substg1.0_10150102*__substg1.0_101D0102* __substg1.0_101E0102*__substg1.0_001A001E* __substg1.0_0037001E*2__substg1.0_003B0102*__substg1.0_003D001E*+nTTony EvansSMTPtonyevans@contactmc.co.ukTony Evans+nTTACODASMTPTACODA@mail.vresp.comTACODA+nTTony EvansSMTPtonyevans@contactmc.co.uk__substg1.0_003F0102*B__substg1.0_0040001E* __substg1.0_00410102*:__substg1.0_0042001E*__substg1.0_00430102*B__substg1.0_0044001E* __substg1.0_004F0102*!h__substg1.0_0050001E*#Tony Evans`[+nTTACODASMTPreply-8f15f9ef65-tonyevans=contactmc.co.uk@o.vresp.comTACODASMTP:TONYEVANS@CONTACTMC.CO.UKSMTP:TONYEVANS@CONTACTMC.CO.UKSMTPTACODA@mail.vresp.com__substg1.0_00510102*$__substg1.0_00520102*-%__substg1.0_0064001E*&__substg1.0_0065001E* '__substg1.0_0070001E*(2__substg1.0_00710102*#)__substg1.0_0075001E**__substg1.0_0076001E*"$+Behavioural Targeting - the latest news and viewsǁ3k| WmnK|L`_hSMTPtonyevans@contactmc.co.ukSMTPtonyevans@contactmc.co.ukX-POP3-From: bounces-8f15f9ef65-tonyevans=contactmc.co.uk@t.vresp.com Return-path: Envelope-to: tonyevans@contactmc.co.uk Delivery-date: Tue, 17 Apr 2007 22:00:25 +0100 Received: from mkt7.verticalresponse.com ([209.66.113.62]) by krypton.webfusion.co.uk with esmtp (Exim 4.54) id 1Hdumm-0000go-Fk for tonyevans@contactmc.co.uk; Tue, 17 Apr 2007 22:00:25 +0100 Received: from t.vresp.com (192.168.0.120) by mkt7.verticalresponse.com with QMQP; 17 Apr 2007 14:04:45 -0700 X-MailerISP: AboveNet From: "TACODA" Reply-To: "TACODA" To: tonyevans@contactmc.co.uk Subject: Behavioural Targeting - the latest news and views Date: Tue, 17 Apr 2007 21:00:27 +0000 Message-ID: <8f15f9ef65-tonyevans=contactmc.co.uk@mail.vresp.com> MIME-Version: 1.0 X-Company_ID: 210076 X-Campaign: 8f15f9ef65 Content-Type: multipart/alternative; boundary="__________MIMEboundary__________"; charset="UTF-8" X-Antivirus: AVG for E-mail 7.5.464 [269.5.1/764] X-ChoiceMail-OriginalAccount: tonyevans@contactmc.co.uk X-ChoiceMail-AcceptedReason: Domain 'mail.vresp.com' is on your accepted domain list +nTTACODASMTPTACODA@mail.vresp.comTACODASMTP:TACODA@MAIL.VRESP.COMSMTPTACODA@mail.vresp.com__substg1.0_0C1A001E*C__substg1.0_0C1D0102*'+D__substg1.0_0C1E001E*E__substg1.0_0C1F001E**,F__substg1.0_0E02001E*G__substg1.0_0E03001E*%5H__substg1.0_0E04001E*I__substg1.0_0E1D001E*.0J2tonyevans@contactmc.co.ukBehavioural Targeting - the latest news and views0000000ctonyevans@contactmc.co.ukTony CMC0000000ctonyevans@contactmc.co.ukTony CMCTACODAWHERETHEPEOPLEAREPEOPLETHISMONTHTHEINDUSTRYHASBEENHUMMINGWITHTALKABOUTPRIVACYANDTRANSPARENCYIS<8f15f9ef65-tonyevans=contactmc.co.uk@mail.vresp.com>__substg1.0_0E28001E*K,__substg1.0_0E29001E*/3L,__substg1.0_1000001E*S__substg1.0_1008001E*24MeTACODA. Where the people are people This month the industry has been humming with talk about privacy and transparency issues, so our newsletter takes a close look at what to watch out for and suggests a way forward for publishers and advertisers. Thanks, by the way, to everyone for your feedback about our last newsletter - we hope you find this month's as interesting. If you know someone who should be on the mailing list just email us or click on the 'forward to a friend' link at the foot of the page. Paul Goad, Managing Director. news * Media Week takes a look at network transparency. * Online Advertising's Holy Grail? Marketing Week examines BT. * OPA London report. Where are we going? * TACODA at Internet World. Take sandwiches. * This month's product focus: Audience Point. Win a hangover! news How open and trustworthy are ad networks? As more and more media buyers commit ever-higher budgets to online, Media Week asks whether networks who aren't prepared to reveal their site partners can be trusted by big brands. Read the full article. Which type of Behavioural Targeting do you use? With confusion in the marketplace about what BT really is, Marketing Week investigates the different BT models on offer and explains why it is essential for marketers to understand exactly what they are buying. Read the full article. Online trends from OPA London. OPAWe've been talking to the big players attending this important worldwide online publishers conference. We walked away with some fresh insights about where the industry is heading, click here to read our latest views on the online industry Where to see us at Internet World. If you want to know more about brands and Behavioural Targeting then make sure you are in the Digital Marketing Theater for the free interactive seminar on Thursday May 3 at 1 pm. If you are attending the paid-for Brands Reignited conference then don't miss the 4.15 pm session on Tuesday May 1. TACODA takes part in both so come and join us - we might even buy you a drink! Click here for full Internet World details. Bicycle or aeroplane - what traveler do you want? Most ad network audience sectors are necessarily broad - otherwise audience numbers would be too small to be of value. TACODA is different as we offer huge reach in precise user profiles so you can target exactly the right type of consumer. Click here to find out more. Win bubbly! Congratulations to Seth Ball at i-level who won our March competition. This month two lucky readers will win a bottle of champagne. To enter the prize draw just email lsavitsky@tacoda.co.uk with your name and company before April 30 with the answer to this question. "Which audience sector (beginning with T) shows the most targeting potential" in this month's case study of a crossover SUV. The winner will be contacted in the first week of May. Good luck! Comment Why we need stricter internet privacy laws. In the USA the House of Representatives has once again focussed on protection for online consumers and has proposed Dave Morgan, Chairman of TACODAextensive regulations on the types of actions that computer software may perform, known as the H.R 964 Spy Act. I was asked to testify before Congress on behalf of the IAB at that recent spyware meeting - follow the links to read a report of the hearing and a summary of my views. And it's not just the government that's concerned. Recently Bill Gates expressed his views on privacy during a speech at the Center for Democracy and Technology Annual Dinner in Washington, D.C. where he announced that, "Legislation should provide people with control and should provide transparency about collection" (full text). Microsoft isn't alone in requesting federal privacy legislation. A number of other big hitters, including eBay, Hewlett-Packard, Google, Intel and Oracle, have begun lobbying Congress about a unified privacy law. So, how might this affect online advertising, and do firms that offer Behavioural Targeting need to change the way they collect web behaviour data and use it to improve campaign performance? Well that depends on how the ad network, site or portal goes about it right now. If online advertising is to retain the confidence of consumers, ad agencies and advertisers then we all have to be sure that we conduct our business in an open, responsible and trustworthy manner. That's why TACODA recently published our Guiding Principles for Data Usage and our Clean Environment Statement. We believe it is fundamental that, as an advertiser, you know your campaign data only belongs to you; as a publisher, you know your audience data is yours alone; and, as a consumer, you know what data is collected and have the opportunity to opt out. What's more, for brands to be fully confident about using advertising networks we believe they should know what sites are in the network. Our business of advertising is viewed with suspicion by some and it's only by adopting the very highest standards of honesty and transparency that we will win their confidence. Case study Who wants a crossover 4x4? As with any new product, it can be difficult to know exactly who your audience is. Lena Savitski, Agency Account ManagerAnd when you are about to run a multi-million dollar ad campaign gut instinct just isn't enough - you need to know exactly who you have to reach, where you can find them and what messages work best. One place to start is your own website. By using conversion data it is possible to build a profile of the best performing groups of users. These groups can then be re-messaged to drive non-converters back to the website. By combining metrics for both best converting and best re-visiting we can see which group is the brand-loyal core audience and which groups offer the best potential as they are not frequent visitors to the site but respond well to re-messaging. Riding high!As well as this, TACODA, was able to identify one group that responded well to the campaign at first but didn't return to the site after an initial visit. Is the site content right and would a different message evoke a better reaction? Finally, TACODA's partnership with comScore meant that it was able to provide the audience demographics for each of the key audiences that had been identified. This allows the client to easily apply this information to offline media planning - reducing waste and improving likely response from offline elements of the campaign. When compared to a large vertical car site and the car pages of a major portal it could be seen that TACODA's 'in-market' car audience had similar audience volume levels - but repeat behavior filtering and custom targeting meant that the TACODA network audience was better qualified and more likely to produce the best results. 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