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Hypertargeting

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Hypertargeting, a marketing strategy, leverages collected data to design highly targeted ads for users across multiple online platforms. This technique utilizes self-disclosed user data, such as registration information, profile content, and behavioral patterns, to amplify the accuracy and relevance of advertising[2] initiatives. Since 2009, hypertargeting has gained significant traction in the marketing field and has been a recurring topic at the International Consumer Electronics Show. Platforms like MySpace and Facebook[3] have built comprehensive hypertargeting systems, with MySpace’s HyperTargeting progressing from focusing on 10 user-identified categories to integrating 5 algorithms across 1,000 segments. As a crucial tactic in the realm of digital marketing[1], hypertargeting enables marketers to connect with their desired audience in a more precise manner.

Terms definitions
1. ↑ digital marketing. Digital marketing, a broad term, refers to the utilization of digital platforms, predominantly the Internet, for the advertisement of products or services. Its roots can be traced back to the 1990s, marking key events such as the first clickable banner ad and the emergence of marketing automation. Fundamental tactics in digital marketing encompass SEO, SEM, content marketing, and social media marketing. It plays a crucial role in enhancing brand recognition, influencing consumer behavior, and guiding their choices. Despite hurdles such as privacy issues and the necessity for platform adaptation, novel tactics like data-driven marketing and retargeting continue to progress. This marketing technique also promotes the engagement of influencers and digital channels to amplify brand visibility and interact effectively with consumers. Nowadays, digital marketing extends beyond merely selling products; it's about carving out a distinctive brand persona and fostering a robust bond with the audience.
2. ↑ advertising. Promoting a product or service through communication, also known as advertising, aims to inform or persuade a target audience. Its roots trace back to early civilizations where sales messages were inscribed on Egyptian papyrus, and wall murals were utilized for promotional purposes across ancient Asia, Africa, and South America. Over the centuries, advertising has adapted to technological advancements and the rise of mass media, transitioning from newspaper prints to audio-visual and digital platforms. The strategies employed in advertising vary, with some focusing on raising awareness or boosting sales, targeting different demographics at a local, national, or international level. Common methods encompass print, radio, web banners, and television commercials, among others. Modern advertising models have introduced innovative trends like guerrilla marketing and interactive advertisements. Women's contribution to advertising is significant, with their perspectives highly valued due to their influential purchasing power.
Hypertargeting (Wikipedia)

Hypertargeting refers to the ability to deliver advertising content to specific interest-based segments in a network. MySpace coined the term in November 2007 with the launch of their SelfServe advertising solution (later called myAds), described on their site as "enabling online marketers to tap into self-expressed user information to target campaigns like never before."

Hypertargeting is also the ability on social network sites to target ads based on very specific criteria. This is an important step towards precision performance marketing.

The first MySpace HyperTarget release offered advertisers the ability to direct their ads to 10 categories self-identified by users in their profiles, including music, sports, and movies. In July 2007 the targeting options expanded to 100 subcategories. Rather than simply targeting movie lovers, for example, advertisers could send ads based on the preferred genres like horror, romance, or comedy. By January 2010, MySpace HyperTarget involved 5 algorithms across 1,000 segments.

According to an article by Harry Gold in online publisher ClickZ, the general field of hypertageting draws information from 3 sources:

  • Registration — basic data gathered when users register for site access (e.g. age, sex, location);
  • Profile — detailed content completed by active users (e.g. favorite movies, activities, brands);
  • Behavioral history — data gathered from online activities like sites visited, purchases made, groups joined, etc.

Facebook, a popular social network, offers an ad targeting service through their Social Ads platform. Ads can be hypertargeted to users based on keywords from their profiles, pages they're fans of, events they responded to, or applications used. Some of these examples involve the use of behavioral targeting.

By 2009, hypertargeting became an accepted industry term. In 2010, the International Consumer Electronics Show (CES), the world's largest consumer technology tradeshow, dedicated three sessions to the topic:[citation needed]

  • Advertising Analytics and Social Media, Search, Video Search and HyperTargeting
  • Hypertargeting: Ad Networks, Ad Serving and Ad Targeting
  • HyperTargeting and HyperSelecting: Advertising, Search, Content and Aggregation
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