Linkstorm Redux

Those who are regular readers of this blog know I am a big fan of Linkstorm, and the recent interview of David Sidman, their CEO, had an interesting new take on the company -- at least it was new to me. In the interview, conducted by Phil Leggiere and still available on MediaPost, Sidman posits that their product is a different take on BT. Their DHTML banner product lets consumers find what they want rather than us trying to surmise their wants via past/predictive behavior. (The interview is from April, but in case you didn't see it, give that link a click.)

Wait, that is in incorrect simplification of their view. Not only does he communicate that their menu banners are a form of BT, but also he explains that they can be a complement to BT. Rather than me paraphrasng the content, here's an interview excerpt:

So, to use a football analogy, behavioral targeting will get you into the red zone — but no farther. We don't do our own ad placement. However, if a customer already using BT has the data to know you are a certain profile, we can take that data and further customize the way menus are structured. If you know from their browsing that a customer, let's say, is a bargain hunter, then you can organize your different offers by price range.

Nice POV.

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