Google Starts Behavioral Ad Targeting

It was only a matter of time but Google has officially stepped into the realm of behavioral ad targeting. Google says the purpose behind this move is to make ads more interesting and relevant to users and “create value for everyone”. The twist,  compared to other behavioral models, is that Google will allow users to modify their preferences for ad types. Otherwise the ads will be weighted based on how often a user with a Google cookie visits particular type of site. How well this works and whether there is a privacy backlash by users who are feeling stalked will depend on how well Google refines its algorithm.

Retail Therapy Courtesy of Zappos and Magnify

Two of the smartest companies online have joined forces together to build a retail video community. Zappos and Magnify announced their new initiative BoxBreak. The idea is that customers are encouraged to capture their experience through taking video when they open a Zappos purchase. Videos are then uploaded to the BoxBreak site, hosted by Magnify, where other users can vote on their favorite videos. Prizes like $100 gift certificates going to the most popular will provide the incentive. A fun idea.

SocialMedia.com Tries Out Social Ads

Dubbing their new effort Word of Mouth Impressions, SocialMedia.com has launched IAB compliant ad units based on social recommendations. The value pitch to advertisers is that ads based on social recommendations will cut through the noisy in social media. Will be interesting to see what the ROAS is right for advertisers and whether consumers will participate.

- – - – - -

Oh yeah and a small little event called SXSW has everyone online buzzing about Austin. Just take a look on Twitter.

Here is the original post:
Cashing Out: Week of March 8th -14th, 2009 in Online Marketing News