Anybody remember Esther Dyson? Raise your hand. Now she's predicting the inevitable victory of behavioral targeting for all forms of advertising.
And I couldn't agree more!
The Coming Ad Revolution - WSJ.com
And I couldn't agree more!
The Coming Ad Revolution - WSJ.com
The current online-advertising model will become less effective, even as it gets increasingly sophisticated. New players are emerging to devalue the spaces that the ad giants are currently fighting over. Companies you've never heard of called NebuAd, Project Rialto, Phorm, Frontporch and Adzilla are pitching tools to Internet service providers that will enable them to track users and show them relevant ads. This approach (called behavioral targeting and already in service by ad networks that track users through so-called tracking cookies) undercuts traditional online publishers, who employ content to lure users and to sell adjacent ads. Now, the ISPs can sell advertisers direct access to the same users.
ISPs, portals, and ad networks have dropped the ball. They have allowed the behavior targeting debate to spin out of their control, leaving the conversation in the hands of privacy evangelicals that represent only a vocal minority. As a result, most consumers and law-makers have concluded that ad targeting is a consumer protection issue.
ReplyDeleteMy recommendation to ad networks, ISPs and portals is to take back the debate. With a modicum of marketing and consumer-friendly product offering, behavioral targeting can become the hero of its age, instead of the defiling villain.
Read the analysis at http://www.BroodingSavage.com