Tuesday, August 23, 2011

Dear Match.com online advertising team,

I believe you really want to get users to sign-up on Match.com, but it would be great if you can advertise smartly, especially online advertising.

If you are not aware, there is something called behavioral or audience based targeting. Every day, you target me multiple times as it I am a single guy, but a lot of my internet behavioral clearly shows that I am not.

Either you are using a lot of data (multiple sources) and the combination of all of those sources is not working. Or using no data and just targeting blindly.

My suggestion would be to just use plain audience based targeting and you will hopefully have a better return on advertising spend. Good Luck!


Ryan said...

To what degree is this true? Say, Match.com advertises with one ad network that uses predictive targeting and one that uses behavioral. Say, the predictive network has a CPM of $1 and the bahavioral $6. Shifting all funds to behavioral would reduce the impressions served to folks like you but impose a significantly higher CPM. Keeping a balanced approach may serve irrelevant ads to some base, but allow for wider reach. If the predictive approach gets it right more than 1/6 of the time, then maybe it is worth the drawback of less precision to the right audience. In the circumstances above, do you change your perspective?

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