As a publisher, you’re hearing a lot about the value of data—and we’ve certainly waxed poetic about the virtues of deep data, in particular. Essentially, you have more capability than ever to understand your audience and cater to their needs.
Much of the industry hype comes from increased ability to track consumer behavior and the ability to deliver advertising based on each reader's behavior. But along with this hype comes a lot of debate related to privacy and some skepticism around effectiveness—recent studies show that the use of 3rd party cookies may not bring in the ROI once believed.
We all know that the face of advertising is changing, and it will take some time for successful contemporary models to emerge and take hold. So, let’s step away from it for a time and think about other ways to drive revenue on your website:
Behavioral targeting is the ability to deliver content in response to how readers interact with your website. But, it’s more than that. In an ideal world (and with a strong Enterprise Publishing System) this content is based not only on deep data that is gathered about your readers, but also leveraged with contextual delivery alongside all types of content that you offer. The result is a dynamic reader experience, where each reader is exposed to resources based on personal preferences.
The bottom line is, behavioral targeting isn’t just for ads—and in fact, behaviorally-targeted content, if deftly created and applied, can bring a wealth of benefits to readers and publishers alike. It’s not just about data, it’s also about action.
How Behaviorally Targeted Content Benefits Publishers
Stay tuned! In our next post, we’ll talk about how Behaviorally-Targeted Content benefits your readers.
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