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Hiperdireccionamento

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Hypertargeting is a marketing technique that uses collected data to create highly specific ads for users on various online platforms. It involves the use of self-expressed user information, such as registration details, profile content, and behavioral history, to enhance the precision and relevance of advertising[2] campaigns. Hypertargeting has been widely adopted in the marketing industry since 2009, and has been the focus of several sessions at the International Consumidor[4] Electronics Show. Platforms like MySpace[5] e Facebook[3] have developed extensive hypertargeting systems, with MySpace’s HyperTargeting evolving from targeting 10 user-identified categories to incorporating 5 algorithms across 1,000 segments. Hypertargeting is a critical strategy in the digital marketing[1] world as it allows marketers to reach out to their target audience more accurately.

Definições de termos
1. digital marketing. O marketing digital é um termo abrangente que representa a utilização de tecnologias digitais, principalmente a Internet, para promover produtos ou marcas. Este conceito remonta à década de 1990, com marcos significativos como o primeiro banner publicitário clicável e o desenvolvimento da automatização do marketing. As principais estratégias neste domínio incluem SEO, SEM, marketing de conteúdos e marketing nas redes sociais. O marketing digital também desempenha um papel fundamental no conhecimento da marca, influenciando o comportamento dos consumidores e a tomada de decisões. Apesar de desafios como as preocupações com a privacidade e a necessidade de adaptação das plataformas, estratégias inovadoras como a publicidade baseada em dados e o remarketing continuam a evoluir. Esta abordagem de marketing também incentiva a utilização de influenciadores e canais em linha para aumentar a visibilidade da marca e interagir eficazmente com os consumidores. Na era moderna, o marketing digital não se limita à venda de produtos; trata-se de construir uma identidade de marca única e estabelecer uma forte ligação com o público.
2. advertising. Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

Hiperdireccionamento 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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