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Viewing entries tagged with 'targeting'Targeting, fear and realityI joined my first Internet company in 1995 (Firefly Network, formerly Agents, Inc. and long ago acquired by Microsoft), and we started out by making recommendations to people. For example, we could recommend cool music you might like based on music you liked. Think Pandora – but 16 years ago without iTunes or broadband. We did the same thing for movies, books and websites – and realized we potentially had valuable information about our consumers that advertisers could use for targeting. There’s more to just reach…A recent article on Ad Age speaks to the value of ad networks as the Internet continues to fragment. The author accurately points to the many media companies who once shunned networks, but then have either moved to buy them, or create their own to take advantage of their inherent value: reach, targeting, price. You name it - There’s a network for that.eMarketer published a report by Econsultancy and Rubicon Project today titled The Pros and Cons of Ad Networks. The report highlights the many aspects of networks that are appealing, and not so appealing, and brings home the important point: networks are not a ‘one size fits all’ model. Vertical ad networks are worth the hypeIn today’s Digiday: Daily, The President and CEO of Audience Science attempts to de-mystify the current enthusiasm for vertical ad networks by claiming that behavioral targeting does the same thing, at scale, as a vertical ad network. Ads I WANT to see…“Ask and ye shall receive.” These are the words that eMarketer quoted today in an article about the controversy over personalized ads. Having been in this industry for over 10 years and feeling personally invested in the success of online advertising, this article struck a personal cord with me. |
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