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Many marketers are asking me about personalized marketing, which you should expect to see more and more of in the next few years. We've already seen behavioral targeting in display ads and personalized search, and we'll see more personalized advertising emerge. But are we marketers just assuming that users will allow all this personalized marketing in? What if they clean their cookies regularly? Will that prevent those users from being exposed to personalized ads?
These are good questions. To answer them, we need to understand a bit about how personalization on the Web works. You can expect that any personalized approach depends on at least one of three basic techniques:
So, how does cleaning cookies affect these types of personalization techniques?
Behavioral targeting generally depends on a combination of cookies and IP detection. If users are blocking cookies (ensuring they are never set), that would affect behavioral targeting a great deal. If they are cleaning cookies, it would erase the memory that behavioral targeting depends on, but behavioral targeting could work in between cleanings.
Personalization can use many different methods, of which cookies enable just some. Personalized marketing is coming, even for those who clean or even block cookies.
Mike is an expert in search marketing, search technology, social media, publishing, text analytics, and web metrics, who regularly makes speaking appearances.
Mike's previous appearances include Text Analytics World, Rutgers Business School, SEMRush webinar, ClickZ Live.
Mike also founded and writes for Biznology, is the co-author of Outside-In Marketing (with James Mathewson) and the best-selling Search Engine Marketing, Inc. (now in its 3rd edition, and sole author of Do It Wrong Quickly, named by the Miami Herald as one of the 11 best business books of 2007.
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