This week, we launched behavioral targeting for email through our PostMasterDirect group. This is a great development for us and will produce great value for clients over time by increasing response rates. It may seem like a bit of buzzword bingo since BT is the phrase of the year in the online media world, but it’s actually a product we’ve had in development for some time now.
Our VP Engineering for list and data products, Whitney McNamara, had a great posting on his blog about BT and how we do it. The whole thing is worth a read, but the real gem in my mind (and what’s most consistent with Return Path‘s philosophy about consumers and targeting in general) is at the end:
As a final note, it’s critical to remember that none of this means that the people who are collecting the data know better than that actual people on the receiving end what is appropriate and interesting. Ideally (as in the case of PMD/RP’s behavioral targeting), BT is a technique that supplements — not replaces — targeting based on people’s explicit requests for information.
And yes, I have to admit that at least a small part of the reason for this posting is the title.