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    Behavioural Targeting & Contextual Targeting! Differences?


    Hi,

    In PPC, what is Behavioural Targeting & Contextual Targeting?. What is the difference between the two?. Please enlighten.

    Regards
    Ramki
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    Originally Posted by ramki
    Hi,

    In PPC, what is Behavioural Targeting & Contextual Targeting?. What is the difference between the two?. Please enlighten.

    Regards
    Ramki
    Actually, the terminology would be;
    Behavioural Targeting = Consumer Behaviour Marketing/Advertising
    Contextual Targeting = Contextual Advertising


    Behavioural Targeting is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing that blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

    MSN has recently introduced this into their PPC program (AdCenter) and Yahoo plans to.

    Contextual advertising is the term applied to advertisements appearing on websites or other media, such as content displayed in mobile phones, where the advertisements are selected and served by automated systems based on the content displayed or requested by the user.

    Google AdSense was the first major contextual advertising program. It worked by providing webmasters with JavaScript code that, when inserted into web pages, called up relevant advertisements from the Google inventory of advertisers. The relevance was calculated by a separate Google bot that indexed the content of the page.

    Since the advent of AdSense, the Yahoo! Publisher Network, Microsoft adCenter and others have been gearing up to make similar offering.

    Contextual advertising has made a major impact on earnings of many websites. As the ads are more targeted they are more likely to get clicked, thus generating revenue for the owner of the website (and the server of the advertisement). A large part of Google's earnings are from their share of the contextual ads served on the millions of webpages running the Adsense program.

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