AlmondNet Likes Taste Of Behavioral Targeting

Any ad server can drop an advertisement in front of an Internet user, but AlmondNet wants that opportunity to be relevant as well as timely.

The typical Internet user spends 5 percent of their time online expressing purchase intent behavior. Mike Benedek, VP at behavioral targeting tech firm Network Advertising Initiative members, fully complies with principles and opt-out processes aimed at keeping personally identifiable information out of the mix of details used for behavioral targeting.

In its place comes non-persistent cookies, expiring after a period of time, that help deliver the targeted ad to people across an ad network as they travel from place to place. Time sensitivity matters greatly in complementing relevance, as a more recent site visit may indicate stronger intent to buy.

To avoid the big hammer of federal regulation, AlmondNet and others will adhere to meaningful and enforceable self-regulation, like working only with partners who scrub personally identifiable info out of data used to build behavioral targeting solutions.

Gaining consumer trust will go a long way toward progress in behavioral targeting. People very much want to see content related to their interests, and advertising falls into that space.