Today Microsoft launched a mobile behavioral targeting solution. This means the same behavioral targeting elements used on Microsoft's online properties are available to buyers of the company's Director, Global Trade Marketing, Microsoft Mobile Advertising Jamie Wells. "Over one hundred behavioral segments across popular advertiser categories such as Automotive, Financial Services, Health, Lifestyle, Life Stages, News and Entertainment, Retail, Technology and Travel are available for purchase."
The solution works by anonymously tracking behaviors of users and classifying them into unique segments, using info from:
- PC Web keyword search behavior from Bing Search
- PC Web Site visits to various sites across the Microsoft network
- Microsoft network data (i.e. Hotmail newsletters, Xbox subscription data)
- Profile data from Windows Live
Meanwhile, privacy groups are actively trying to get the government to crack down on behavioral targeting. Microsoft says, however, that it maintains a "strong focus" on protecting customers' privacy and adheres to "high"
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