The Opportunity Cost of Targeting to Death: Part III of IV - Steve Bookbinder-Digital Media Training

Previously, we discussed how over-targeting can potentially cause a loss for the advertisers in terms of lost conversions and missed learning opportunities. We explored how Grouping and Referring are the first two things we should consider before over-targeting without sufficient data and testing. This week, we will look at the third consideration: Taxonomy

Taxonomy – Do you remember the first time anyone explained Behavioral Targeting? Didn't it sound a bit like magic? "We are going to magically put the ad in front of the right person. How do we know who is right? By the exact science of closely examining their past click history."> installment in a series about the dangers of over-targeting. Next time, we will look at the challenge of scaling when we start with an extremely tight targeting requirement.

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