Great to have you visit. Regarding my behavioral targeting comment, I was referring specifically to the example of using Atlas action tags on targeted pages on the client’s site in defining “segments” to message against. We have the ability to either re-target via an ad network such as Drive PM where we’re buying impressions specifically against a behavioral segment “x” or we can leverage Atlas’ customer targeting system to customize messaging against ALL media that we serve through any site. The most common segmentations we look at are either by position in the purchasing process (prospect, visitor, customer) or by specific action (visited x section of site, signed up for newsletter, etc.).

All great points. More agencies need to speak-up with this type of point of view to balance out the “Big G Effect.” In the Yahoo vs. Google battle, brand advertising is one front where Yahoo, under Wenda Millard and Greg Coleman, wins hands down. They have always understood brands and Madison Avenue.

On your behaviorial targeting comment, I’m wondering if you are talking about BT generally or about behavioral re-targeting within contextual or other display networks such as ContextWeb.

-Jay Sears
SVP
ContextWeb