Behavioral targeting may no longer mean that the advertiser buys media armed with a browser-based cookie and a pixel tag. It appears that public Wi-Fi access hotspots can tell more about a person than some initially thought.
A study released by JiWire on Monday analyzes Wi-Fi access trends between January and June 2009. The report, which highlights market trends for advertisers, provides a snapshot of trends and the type of people who access data over public Wi-Fi.
Knowing the specific longitude and latitude of a person builds the foundation to serve up an ad as the person sits at Starbucks on Market Street in San Francisco, but integrating demographic data, data collected from local surveys, and prism clusters based on “ZIP-code-plus-six data” from Nielsen Claritas provides specifics.
Targeting consumers over public Wi-Fi access points has become more appealing for several reasons. For starters, past research shows that people spend on average of five hours daily outside the home or office, although many stay connected to the Internet through Wi-Fi, according to David Staas, senior vice president of marketing at JiWire.
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