"Runner" made his behavioral advertising
Mail.ru and Runner began to place text ads using behavioral targeting technology. The first such ads appeared on the home page of the Mail .ru mail service, through which almost 2.5 million users a day pass.
The content of text ads depends on the interests of the person who shows it. The interests themselves are determined by the “Runner” system, at whose disposal - statistical information about the behavior of Internet users, as well as their consumer preferences. This information "Runner" collected, "being the largest advertising network, which includes thousands of Russian-language sites." The company has aggregated data on routes, search queries and options for interacting with Internet advertising for a significant part of the Runet audience.
For advertisers with the introduction of new advertising technology, an opportunity has emerged to promote their product among potentially interested people in it - even if the site that placed the ad does not lend itself to contextual analysis.
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“Using anonymous and secure technical data, Runner operates with hypotheses about the constant and short-term interests of users,” reports Mail.ru. According to Alexey Katkov, the company's sales director, the use of this technology is an opportunity to try to use the advertising space more efficiently, making it in the easiest and most comfortable format for text ads for visitors.
“If we evaluate the future,” says Alexey, “the development of such technologies means that, perhaps, in the near future, any advertising platform on the Internet will be able to capitalize on its audience at the search engine level.”
“Runner has long been using behavioral technologies in conjunction with semantic when displaying advertisements,” said the general director of Begun, Alexey Basov. - Our experience shows that advertising that is relevant to the user is2-3 times more in demand than that which is relevant to the site. Now, for the first time in the history of Runet, behavioral advertising is used in its pure form. ”
The content of text ads depends on the interests of the person who shows it. The interests themselves are determined by the “Runner” system, at whose disposal - statistical information about the behavior of Internet users, as well as their consumer preferences. This information "Runner" collected, "being the largest advertising network, which includes thousands of Russian-language sites." The company has aggregated data on routes, search queries and options for interacting with Internet advertising for a significant part of the Runet audience.
For advertisers with the introduction of new advertising technology, an opportunity has emerged to promote their product among potentially interested people in it - even if the site that placed the ad does not lend itself to contextual analysis.
')
“Using anonymous and secure technical data, Runner operates with hypotheses about the constant and short-term interests of users,” reports Mail.ru. According to Alexey Katkov, the company's sales director, the use of this technology is an opportunity to try to use the advertising space more efficiently, making it in the easiest and most comfortable format for text ads for visitors.
“If we evaluate the future,” says Alexey, “the development of such technologies means that, perhaps, in the near future, any advertising platform on the Internet will be able to capitalize on its audience at the search engine level.”
“Runner has long been using behavioral technologies in conjunction with semantic when displaying advertisements,” said the general director of Begun, Alexey Basov. - Our experience shows that advertising that is relevant to the user is
Source: https://habr.com/ru/post/4385/
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