February 16, 2018

Marketing Trend: Behavioral Targeting

A fast-growing trend in marketing is a practice called behavioral targeting, which uses history and behavior collected on an individual’s web-browsing, such as the pages they have visited or the searches they have made, to push targeted advertisements to that individual.

Behavioral targeting has been around for a while, but is really starting to take off. In this video, Jason Gehring of The Colulmbus Dispatch, talks about how his newpaper has partnered with Yahoo to do just this.


The possiblities for libraries is exciting
— following searches our customers make to push content their direction. Of course, issues of privacy will surface — a little too Big Brotherish, perhaps? — but if it is done right, it can enhance our customer service. 

If you’d like to talk with Jason to learn more: JGehring@dispatch.com

Alison Circle About Alison Circle

Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.