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Can Cookies Be Helpful?

Posted in: Behavioral Marketing, Uncategorized by admin on 11/08/2011

Here’s a recent article from FastCompany that briefly explains one of many re-targeting tactics. It poses the question, “Web ads know who you are — an where you go. But is that so bad?”

http://www.fastcompany.com/magazine/160/web-ads-retargeting

There’s an old saying that the difference between effective marketing mail and junk mail is RELEVANCE.

And relevance is achieved by using the right data to properly target our audience. For example, I pretty much ignore all those Wednesday flyers with pizza coupons, but when I get that postcard announcing the spring sale at REI, I’m all ears.

Online ad serving works the same way. I’m fine knowing that cookies on my PC help assure the ads I see will be  relevant. And if those same cookies let advertisers know my interests, I’m OK with it. I can always delete my cookies — and often I do.