The differences between Personalized
Media and Behavioral Targeting
Personalized Media is often confused with behavioral targeting. But there are significant differences between the two.
Behavioral Targeting (BT) – by definition – is only about audience targeting or segment selection. But your marketing campaigns include many more dimensions. Besides selection you must also consider message, offer, creative execution, placement, reach and frequency.
"The fundamental difference: To get a higher ROI% from your BT campaign you must scale down your audience – get smaller. Personalized Media allows you to grow your audience – get larger scale."
— Ken Treske. CMO/COO, Dotomi, Inc.
By managing all elements of your media program at the user level, Personalized Media allows for performance break-throughs that help you maintain a high ROI% while growing your audience. By expanding your audience you create a much larger impact on your business.
Ask yourself this question “which campaign is likely to be larger, more scalable and more efficient – one that has only one dimension to modify or one that has eight, ten or fifteen?” When it comes down to it, BT impacts just one dimension of your campaigns. Personalized Media improves multiple dimensions, thus creating a larger impact.