What is PBT?
Predictive Behavioral Targeting (PBT) is a technology that tries to target ads not only based on peoples click behavior but also on predictions about their interests and future behavior. This has certain advantages as clicks not always tell what advertisers want and what consumers really dream of. This is definitely true for products which have no or only little online presence like consumer goods for example. But it is also a valid point for many products with good online coverage like cars or luxury goods. The fact that somebody visits cars-websites regulary does quite often not really tell something about his intention to buy a car. A lot of typical car buyer segments are even defined in a way that they would never read online-content about cars. Therefore it makes sense to use additional sources of information to figure out how to target the right audiences in such cases.
At nugg.ad we are working with an approach that links survey information with the tracking information of online-users by using realtime data-mining algorithms.
There is a nice film on our homepage that describes the methodology of linking datasources for targeting:
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