I just sat in on a WebEx hosted by 24/7 Real Media to talk about some of their recent experiences with behavioral advertising. I was multitasking, so my notes are spotty, but I did pick up on the following (some said on the call; some my impressions):
- Our tagging taxonomy is similar to what they’re using, but it’s possible to be much more granular when you’re focused on local.
- Ad agencies are starting to send in RFP’s looking for behavioral.
- Behavioral CPM’s obliterate non-behavioral (in favor of the publisher)
- In some tested categories, click-through rates were 87% higher when ads were served out of context. Eat that Google.
- If tagging is going to fulfill its promise, at least in making the long tail of sites advertising-viable, some comprehensible standard taxonomies are going to be a must.