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Examples
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When I spoke with Shih after the Online Marketing Summit in Miami, among the things she emphasized was the power of "hypertargeting" via Facebook advertising, which lets you hone in on prospects by using details they have explicitly disclosed.
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When I spoke with Shih after the Online Marketing Summit in Miami, among the things she emphasized was the power of "hypertargeting" via Facebook advertising, which lets you hone in on prospects by using details they have explicitly disclosed.
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As part of this "hypertargeting" system, MySpace has analyzed the profiles of its users to gauge their interests and then categorized them into more than 1,000 "buckets," including rodeo watchers, scrapbook enthusiasts and "Dancing With the Stars" viewers.
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DeWolfe said that the company has about 250 employees who do nothing but work on the "hypertargeting" technology to put the most relevant ads in front of its users. proved famously challenging.
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MySpace created MyAds for users to promote themselves via their "hypertargeting" use of the wealth of personal data people submit in their profiles.
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MySpace created MyAds for users to promote themselves via their "hypertargeting" use of the wealth of personal data people submit in their profiles.
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One way is with hypertargeting, -- the ability to identify these segments and really tailor marketing for customers and prospects.
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One way is with hypertargeting, -- the ability to identify these segments and really tailor marketing for customers and prospects.
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Adam Bain, a Fox Interactive executive whose team created the hypertargeting technology MySpace is using, argues that the system won't just pay off by boosting ad sales.
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James Kiernan, a media buyer at Publicis Groupe SA's Starcom MediaVest who has handled hypertargeting campaigns on MySpace for a dozen or so Procter & Gamble Co. brands, says he has seen the approach yield a 25% to 30% increase in consumer response compared with regular ad purchases.
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