Behavioral Targeting Possibilities for Multicultural Online Advertising

Recently, Google made an announcement on enhancements to the possibility to use behavioral advertising through their advertising network AdSense.

As far as I am aware, very few networks offer this for targeting different multicultural groups online. Yahoo Telemundo, MSN Latino, AOL Latino do it and Google, of course, but the major ad networks have no specific targeting options place for contextual advertising (TradeDoubler has rolled out AdMatch, but not sure about the success of this). In the US MeMedia Latino provides in-depth targeting for the Hispanic market, but not for the other ethnic groups. In Europe I don’t know of any larger network providing this, for instance, based on language – strange considering that Europe is a mixture of many languages and with over 65 million immigrants and a rapid inflow of new people from all over the world. The most common type of behavioral targeting is based on website and web page visited. In this case behavioral segments are developed by aggregating users who have gone to specific web sites that have very targeted content.

Behavioral targeting is a blessing for advertisers and will be coming strong in the years to come – what’s important is that multicultural marketing ad networks also provides this as we have very simple and strong parametres to use in creating the buckets for behavioral targeting such as language and certain websites visited.

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