| Wunderloop is a new, well-funded behaviroal targeting system, that enables precise advertising. |
Luxembourg based Wunderloop continuously analyses users’ current behavior – what they click or their queries in search engines, for example – and compares in real time the wunderLOOP customer’s market research data from AGOF, Nielsen NetRatings and comScore, to name but a few, and, with the user’s consent, in-house data such as CRM profiles.
The real-time targeting allows to show users customized advertising, content or shopping offers.
I believe that user profiling (without tracking actual people) and real-time targeting are in the long-term the way to go for every e-commerce site. It is probably the ultimate solution to maximize profits.
The customized online shopping experience seems to be closer than I thought and e-commerce sites will probably be changing on the fly depending on the customer that enters the website. Content targeting will certainly the next big thing.
Not only content and search, but also advertising is going to change if services like Wunderloop succeed.
Banner advertising is pretty much dead right now and this technology could be the way to create a competitive ad system, which can compete with Google’s/Yahoo’s contextual advertising platforms.
Personally I am not sure if it will be a great thing for the reputation of the webanalytics industry if massively funded companies like Wunderloop uses various data sources to target users in an pretty much “uncontrolled” way. Especially when it comes to behaviroal (or smart) pricing, I somehow have a bad feeling in my stomach.
