Sunday, April 26, 2009

Hispanic Behavioral Targeting

As the Hispanic online audience has grown to over 20 million, so too have the methods for reaching them. The level of sophistication for behavioral targeting increased rapidly over the years.

Today, several networks, including AOL’s Platform-A, have introduced several options for advertisers to reach Hispanics via content type, language and geotargeting. Not to mention, there are ways for these ad networks to get as granular as identifying purchase intent for various categories like auto or finance.

While certainly this is a positive for advertisers who want to avoid wasteful, untargeted investments, what about those who are being targeted? Many of us online go about our business without giving much thought to the recording of our actions online by cookies. Yet, the more one sits to think about the level of data being recorded about our activites, it becomes a bit scary.

On one side of the debate, you could argue that this recorded information will make our lives easier. We'll have an online experience that is more customized, personalized to our interests and needs. On the other side, you could argue that big brother watching over us is nothing short of a police state.

As the law struggles to catch up to the realities of today's technology and the promise of more advanced methods tomorrow, how will the world's governments address the growing concern over consumer privacy?

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