Wednesday, 20 October 2010
Struq: behavioural advertising
The Telegraph report here that Struq, a web-based behavioural advertising firm, has artfully dodged any accusations of “snooping” on users, which had been a concern in the wake of the widely reported Phorm disaster. Unlike Phorm, their systems are not reliant on ISP's gateways and deep-packet inspection. While web-based behavioural targeting has been around for a decade, Struq have found a winning targeting formula with advertisers reporting returns reaching as high as £20 in post-click sales for each £1 spent. Consequently, the company has been swamped with requests from brands keen to get in on the action.
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- Andrew McStay
- I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.
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