Advertisers are able to reach consumers with the most relevant information possible through behavioral targeting techniques that use "cookies". The misconception of what information is gathered through cookies and how it is then used by advertisers has resulted in government involvement. This research brief illuminates what personal information is collected from consumers and how it is used in behavioral targeting.
The most impactful element, in conjunction with media, to consider when developing a digital campaign is creative execution. The technology advancements in rich media, video, and dynamic creative have enabled quality brand interactions that at one time could only exist on a brand's website to now occur in the consumer's active online environment. This research brief focuses on a few of the creative tactics that will be heavily considered by marketers in 2010.