Bridging ISP Islands: ISP-Based Behavioral Tracking Offers Benefits For Consumers, Publishers and Marketers
As technology continues to evolve, marketers are constantly seeking new and improved technologies to more accurately target their current and potential customer base. In the world of online advertising, rising above the noise, reaching relevant audiences and avoiding wasted clicks and impressions is king. And for marketers who are looking to increase their ROI while working within the constraints of ever-shrinking budgets, ISP-based behavioral tracking offers a solution that empowers brands to more effectively reach their consumers through targeted, cost-conscious media buys.
ISP-based behavioral tracking is a relative newcomer to the web marketing arena. Providers in this space, such as UK leader Phorm, work directly with major Internet providers to anonymously aggregate the consumer browsing behavior of their subscribers. This data is used to serve consumers with a personalized browsing experience – complete with relevant content and targeted advertising based on a user’s prior search behavior.
While concerns have been raised over user data being used to aid advertisers in reaching consumers, many companies have developed technologies that both protect consumer privacy and help marketers more efficiently reach their target audiences. By partnering directly with a user’s ISP, you can aggregate specific consumer behavioral data without ever accessing the user’s personal information, as well as specific search information, including health-related queries. Instead, each browser is assigned an anonymous ID number that is used to serve targeted content and advertising to the users.
Personalized User Experience For Consumers
For consumers, the benefits of products like PhormDiscover and OIX (Open Internet Exchange) are obvious: users are able to enjoy a more personalized Web browsing experience. Through anonymous data gathered by a user’s ISP, OIX and PhormDiscover are able to serve a consumer with both content and advertising that more closely matches the user’s interests and buying habits. Not only does this create a more pleasant browsing experience, but it decreases the likelihood that advertisements (and their brands) will be seen as irrelevant annoyances interrupting the consumer’s online activities.
Increased Efficiency, Decreased Spend For Marketers
While providing a better user experience for consumers, OIX is also able to provide marketers with a more efficient way to target their most valuable consumer segments. By serving content and advertisements to relevant audiences, based on past browsing behavior, OIX is able to increase the ROI for marketing campaigns, while decreasing CPA rates and overall campaign spend to achieve superior results.
Increased Revenues For Web Publishers
Publishers, too, can enjoy the benefits of personalized browsing experiences for their readers. The PhormDiscover widget, for example, enables publishers to automatically personalize the content that their visitors experience, serving them with the latest stories about subjects that matter to them most. The end result is increased traffic, deeper engagement, and boosted revenues.
More information about PhormDiscover and OIX can be found on the company’s website or by visiting the Phorm Linkedin company profile.
-Jonathan Jaxon is a social media guru writing for websites across the Internet. He also specializes in writing about targeted advertising, Android apps, and other mobile device developments.