14 July 2005

Rittenhouse on Smarter--and Simpler--Targeting

David Rittenhouse, partner and group planning director at mOne, gets it right in his latest Clickz column on behavioral targeting. He reminds us that a simpler, common-sense approach to targeting can deliver more impact than a knee-jerk adoption of the latest precision-targeting technology. With respect to behaviorial targeting he reports, "there are other, simpler ways for online media planners to target behaviors, especially at the site level. For example, you can target users who enter your site via an RSS feed. The technology use itself is a targetable behavior." Smart, old-fashioned targeting. I like it!


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