At Bizo we talk a lot about bizographics as the cornerstone of our targeting technology. And while it’s true that we’re doing our part to popularize the term, bizographics have been around in some form or another for decades.
Everyone has a bizographic profile: your job function, your industry, the size of your company, etc. In the print publishing world, this information was used to support targeted trade publications who could tell their advertisers exactly who they’d be reaching and charge a premium for reaching them – it was called controlled circulation.
As Dana Gardner recognized early on, at Bizo, we’ve taken that same idea and brought it the web. Working with partners, we gather bizographic data, normalize it into targetable categories, and then go through a process of cleansing it and making it anonymous so that no personally identifiable information is contained in the data.
This collective set of bizographics allows Bizo to offer our advertisers very specific targeting capabilities without violating anyone’s privacy.
Our goal is to help marketers get their advertising in front of the right audience. Furthermore, call us idealistic, but we intend to do our part in changing the game for online display advertising by making ads relevant — even useful — by matching them to the professional profiles of the people seeing them. This will go a long way to change the conversation about ads from being annoying online clutter to being integrated pieces of the information ecosystem.
Curious what your bizographic profile looks like? You can see yours here. Feel free to edit it, and even opt out of the Bizo network if you don’t want to see more relevant ads!
Everyone has a bizographic profile: your job function, your industry, the size of your company, etc. In the print publishing world, this information was used to support targeted trade publications who could tell their advertisers exactly who they’d be reaching and charge a premium for reaching them – it was called controlled circulation.
As Dana Gardner recognized early on, at Bizo, we’ve taken that same idea and brought it the web. Working with partners, we gather bizographic data, normalize it into targetable categories, and then go through a process of cleansing it and making it anonymous so that no personally identifiable information is contained in the data.
This collective set of bizographics allows Bizo to offer our advertisers very specific targeting capabilities without violating anyone’s privacy.
Our goal is to help marketers get their advertising in front of the right audience. Furthermore, call us idealistic, but we intend to do our part in changing the game for online display advertising by making ads relevant — even useful — by matching them to the professional profiles of the people seeing them. This will go a long way to change the conversation about ads from being annoying online clutter to being integrated pieces of the information ecosystem.
Curious what your bizographic profile looks like? You can see yours here. Feel free to edit it, and even opt out of the Bizo network if you don’t want to see more relevant ads!
Comments for Bizographics: Anonymous + Effective