Targeting You: Yahoo Moves Deeper into Behaviorial Targeting with BlueLithium Purchase

Posted by: Rob Hof on September 4, 2007

With the $300 million purchase of ad network BlueLithium today, Yahoo! is moving further into targeting ads based on people’s online behavior. Behavioral targeting, as it’s known, helps marketers track people’s behavior, such as visits or searches, across Web sites to show more relevant ads.

The acquisition comes about a month after AOL said it would buy behavioral targeting network Tacoda for a reported $275 million. Despite privacy concerns about such targeting, Microsoft has also made such targeting a centerpiece of its online ad efforts, and Google has taken some tentative steps into more precise targeting recently. Before the latest deal was announced, a Bear Stearns analyst named Yahoo its top pick, boosting the stock more than 5%, partly thanks to continued speculation that Yahoo could get bought, perhaps by Microsoft. But with moves like this acquisition, it seems pretty clear Yahoo’s going its own way for now.

Reader Comments

dg

September 5, 2007 12:56 PM

I'm wondering if there are any stats anywhere about the success rate between behavioural, content, and spam.

Spam obviously, does the blanket approach, but does seem to have a way of creeping into every crevice and producing enough morbid fascination in techniques and headings to at least notice it.

I've never met a spam message I'd want to visit, especially as most are aimed towards men, but they do seem to be the most tenacious for in your face.

I guess maybe the real concern is not how various techniques compare to one another, or can learn from one another, but if they become too hard to distinguish from one another.

Sometimes they all feel equally annoying.

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.

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