Archive for Brian Massey

12 articles
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The Banner Ad as Concierge
Four examples of ad-as-a-service ads and how they hold the promise of engaging a prospect. Nov 11, 2009
Personifying the People Who Will Buy From You
How do you use personas to target visitors to tens or hundreds of Web sites? This is where behavioral marketing can help. Oct 14, 2009
Evolving Further Toward Targeted Display Advertising
A semi-anthropologic journey examining ad networks, behavioral targeting, and optimization. Sep 16, 2009
Evolving Toward Targeted Display Advertising
The early stages of targeted advertising, from basic Web site marketing through contextual display advertising. Aug 19, 2009
Creative Is the 'Last Mile' in Behavioral Targeting
It stands to reason that an industry adept at sorting through data and analyzing Web content in real-time would find a way to optimize online display ad creative. Jul 22, 2009
The Language of Behavioral Marketing, Part 2
Translating what behavioral marketing vendors say and what they really mean. Jun 24, 2009
The Language of Behavioral Marketing, Part 1
Why is it so difficult to figure out the differences among behavioral marketing vendors? Let's start by dissecting the vendors' Web sites. May 27, 2009
Behavioral Marketing and the Scientific Method
Choosing the right behavioral targeting partner can be tough. Try choosing one based whether it can implement the scientific method to run your program. Apr 29, 2009
A Conversion Professional's Dream: Behavioral Marketing
Behavioral advertising offers a wider range of visitor actions to watch, helping to expand the definition of conversion. Apr 1, 2009
Marketing in a Fundamentally Different World
A consumer revolution has begun, and online behavioral marketing is clearly a way for your brand to avoid getting overthrown. Mar 4, 2009
What a Pixel and Cookie Can Reveal
A laundry list of what marketers can learn from a pixel and its accomplice, the cookie. Feb 4, 2009
Four Guidelines for Behavioral Marketing Newbies
Should you add behavioral marketing to your marketing mix in the coming year? Some factors to consider. Jan 7, 2009