With a new segmentation process by Revenue Science, advertisers can target consumers based on seasonal shopping behavior.
The behavioral targeting firm's "seasonal segmentation" offering provides breaks down consumer behavioral trends in a given season. Advertisers can use that information to tailor their ads based on how users are expected to behave.
Summertime segments includes Summer Seasonal Shoppers, Summer Travelers and Summer Outdoor Enthusiasts. It is currently selling those groups to retailers, who can target them across participating websites.
Seasonal behavior can also be cross-segmented with Revenue Science's other categories, including Video Gamers, Stock Traders, Pet Lovers and Luxury Auto Buyers. An outdoor equipment store, for example, could target outdoor enthusiasts that go camping in the summer.
Fall segments are expected to focus heavily on back-to-school and holiday shoppers.
VP of sales and media Monty Hudson said the segments make it easy for marketers to target a "relatively narrow window" in which customers are "ready to buy immediately." He also said years of data collection contributed to the development of the segments.
Last year, Revenue Science patented its behavioral ad exchange. The patent enables it to serve behavioral targeted ads to the highest bidding advertisers.
And in February, it sponsored a coalition of industry players that sought to form standards for behavioral targeting. AOL's Tacoda notably rebelled; little has happened with the project since then.
In December 2007, the FTC proposed its own guidelines for behavioral advertising. The deadline for input elapsed in April.
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