Marketer's Mapping Creates Havoc Among Internet Users

By SiliconIndia   |   Thursday, 26 December 2013, 13:26 Hrs
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Bangalore: Marketers as a means to reach more customers try to trace them online. Poking around your tweets, Facebook posts or by scanning your emails they conceive your personal interests, reports The Economic Times.

Earlier the marketers only use to do a superficial analysis but now they are going deep beneath the skin in order to extract all vital details and people’s behavior on internet necessary for their marketing. Google, Yahoo, Vizury, Ozone Media, and Tyroo encompass some of the leading players in India.

As per The Economic Times, mapping happens on two levels. One, when the surfer browses through various websites without logging in. In that case the time spent type of content consumed and frequency of visit can be sketched out. The other one by using privacy invasive software like Adware which can potentially host content hijacking programmes.

According to Marketers like Sanjay Tripathy, senior executive vice-president and head marketing, products & direct channels at HDFC Life marketers have to play bidding game in the auction system. It works best as part of the integrated digital strategy of demand generation through content, display and adwords marketing. Publishers can scan your Google and Yahoo mails by using the keyword like “vacation" in the subject line, and can immediately fed you with travel ads.

Today as privacy is a matter of concern, the stakeholders try to achieve equilibrium by ad networks work within the premise of better user experience without trying to disclose one’s identity.
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