MSN Search Ads To Include Behavioral Targeting
MSN Search will reportedly fold behavioral targeting into the mix of its new sponsored listings program, based on personal information provided by, for example, users of Hotmail.
Because this is a slippery slope with no clear demarcation between the evil side and the good side (after all, the information is kept "confidential," right?) I suspect that Yahoo and Google will soon follow suit in some way. They didn't collect all that personalized information for nothing.
The Ad:Tech crowd will be thrilled.
Not taking the opportunity to do this type of thing, though -- looking at an opportunity and rejecting it out of concern for the user's privacy -- would offer Google a great way of further distinguishing themselves from Microsoft. If they were smart, they'd sit tight on this trend.
Related: Microsoft to Launch Paid Search Technology
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About the Author:
Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns.
In 1999 Andrew co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis.
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