Behavioral Targeting is a Factor in Search Profiling

Targeting based on keyword searches is fanning out, while age, gender and demographics are coming into play with search engines.

Search profiling allows marketers to target searchers with ads after an extended period of time that the search was performed. For example, if someone is searching for information about a new car, new programs allow the advertiser to show them ads based on their search behavior just days after the initial purchase was done.

Targeting and audience intelligence data can be provided from registered users who have provided information voluntarily when registering for MSN products and services. Passported Passport users also provide information voluntarily when creating their profile and third-party data provided by Experian for the United States only is used as well.

In January 2005 the Online Publishers Association found that 40% of Internet advertising dollars were spent on search engines where people only spend less than 5% of their time online. People spend 95% of their online time on “other” sites where ads are sold for low CPM’s.

According to Roy Shkedi, CEO and Founder of AlmondNet, he believes the world is shifting to vertical content and niche searches where vertical sites are more detailed than searches on general search engines; hence more valuable.

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