Behavioral Insider does an interview with Jon Epstein on behavioral targetting in the context of gaming environments. Epstein is the CEO over at DoubleFusion, an "independent provider of in-game advertising and marketing solutions", in their own words.
Quotes:
"Behavioral Insider: How is gaming a discrete kind of media behavior and interaction?
Jon Epstein: We're still relatively early in the research curve in terms of in-game media, and a lot of the studies have been campaign-specific. There is excitement behind games as an advertising format, because of all the major media, it's [the one where] you are not media multitasking. You can't be focused on anything else. Games have your complete attention."
"Behavioral Insider: How is gaming a discrete kind of media behavior and interaction?
Jon Epstein: We're still relatively early in the research curve in terms of in-game media, and a lot of the studies have been campaign-specific. There is excitement behind games as an advertising format, because of all the major media, it's [the one where] you are not media multitasking. You can't be focused on anything else. Games have your complete attention."
"BI: Are you exploring any ways in which behavioral targeting as a technology could be folded into this? "Epstein: We certainly are looking at it. We want to step cautiously. Our publishers are the ones who hold the data relationship with the user, so we wouldn't do anything they are uncomfortable with doing. I think as [part of] a new medium, everyone wants to be properly careful and make sure that everything is 'permissioned."
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