We are writing to you today in regard to serving behavioral Internet ads to Greek alumni to raise money for a house renovation.

We would highly recommend the use of behavioral targeting to reach this audience, as we would for almost any audience. Behavioral targeted advertisements are extremely cost-effective, as a strong targeting strategy only shows ads to audience members who have already shown a likelihood of contributing to the fundraising drive. It also allows advertising to cut through the clutter of normal advertisement placement, which is highly competitive, expensive and less effective at generating meaningful traffic.

For example, targeting insights can be used to tailor the specific advertisement shown based on behaviors already identified with that specific audience member. When ads are served with the receiving audience in mind – for example: recent alumni, previous donors, first-time solicitations, children whom are members – it gives advertisers a chance to deliver the most effective creative approach and selling points for that specific audience, which drives conversion rates. What about the ethical and privacy issues associated with it?

Consumers aren’t alarmed or concerned by first-party and contextual behavioral targeting, which is what we would suggest is used in this situation and which reflects standard industry practice. According to a 2011 TRUSTe study, over 70% of consumers are aware of online behavioral advertising. The study also found that, as these technologies become more familiar, customers are becoming more comfortable with them and feel that the advertising they deliver is growing more relevant to their wants and needs.


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