Microsoft "looks" at the behavior
Microsoft has provided behavioral targeting tools to advertisers. This means that the target advertising will be shown to the visitor of the Internet resources of the corporation - the one that the filtering mechanism specifically selects, focusing on its consumer characteristics.
The mechanism has been tested for a year, and was tested in the MSN adCenter system. Now, according to the Associated Press , it will be added to Hotmail, which covers an audience of 263 million people, as well as the news section of the search portal msn.com.
In order to “target” advertising with maximum accuracy, portraits of users are created. This is a kind of dossier in which data collected by people during registrations in Microsoft services are collected. In addition, the dossier includes lists of search queries and links involved in the issuance. With such information, the “behavioral” system divides users into classes and shows everyone the advertising that best suits their interests.
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The results of using such a behavioral orientation system are known. According to Microsoft, the effectiveness of targeted banners is 76%.
"Such data can be a very valuable tool for advertisers," said Chris Dobson, head of the Microsoft global advertising division. “Knowing the preferences of users, the company can more purposefully offer them the right products, without taking time away from knowingly unclaimed advertising.” Vedomosti , referring to the Wall Street Journal, reports that the targeted advertising system maintains the anonymity of users, that is, does not convey any specific information to advertisers.
The mechanism has been tested for a year, and was tested in the MSN adCenter system. Now, according to the Associated Press , it will be added to Hotmail, which covers an audience of 263 million people, as well as the news section of the search portal msn.com.
In order to “target” advertising with maximum accuracy, portraits of users are created. This is a kind of dossier in which data collected by people during registrations in Microsoft services are collected. In addition, the dossier includes lists of search queries and links involved in the issuance. With such information, the “behavioral” system divides users into classes and shows everyone the advertising that best suits their interests.
')
The results of using such a behavioral orientation system are known. According to Microsoft, the effectiveness of targeted banners is 76%.
"Such data can be a very valuable tool for advertisers," said Chris Dobson, head of the Microsoft global advertising division. “Knowing the preferences of users, the company can more purposefully offer them the right products, without taking time away from knowingly unclaimed advertising.” Vedomosti , referring to the Wall Street Journal, reports that the targeted advertising system maintains the anonymity of users, that is, does not convey any specific information to advertisers.
Source: https://habr.com/ru/post/4904/
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