In MediaPost’s Online Spin, Dave Morgan wrote When Will We Deliver On The Promise?. He discussed a question that he received while sitting on a panel at the DLD (Digital, Life, Design) conference in Munich.
Walt Mossberg, personal technology columnist for The Wall Street Journal wanted to know: “When will the online advertising industry actually deliver on its outstanding promise of the last decade to present the right ad to the right person at the right time? When will we finally deliver a consumer experience where the vast majority of ads that we deliver are meaningful, and not junk and clutter on Web pages?”
Dave’s observation was that “the online ad industry is always touting its extraordinary technical capabilities to target relevant ads … [but] we are still giving consumers a terrible experience when it comes to the vast majority of ads that we place on their Web pages.”
Dave’s article argued the evolution of the industry and compared it to the evolution of print and broadcast. But what he failed to do was point out the capabilities in the industry that do deliver on the promise of delivering the right ad to the right person at the right time. As the CEO of TACODA, I was surprised not to hear him plug it, but then again his insight expands beyond self-promotion and so it was healthy to see him stay on topic. Regardless, here is the response that I posted on his blog:
Solid arguments Dave, and a very positive outlook. I think to see the conformity trend makes a lot of sense. But I also think that repurposing existing technologies presents the opportunity to put the right ad in front of the right person now. I don’t know how you answered Walk Mossberg’s question, but he is not alone in that inquiry. It is a popular question and one that I know TACODA aims to answer with BT. Putting the right ad in front of the right person at the right time is the golden nugget. Knowing how to recognize the right person is the major task. BT does it with the prospecting of anonymous individuals as we know. Customer re-targeting can establish the same capability through first party ad serving as I have argued in the past. Together these two technologies can enable an advertiser to put the right message in front of prospects and customers while advertising on the web in real-time. The composition of the advertising audience can be measured so that customers no longer get re-prospected with promotional messages and customers get driven towward recurring revenue-minded actions. Putting the right message in front of the right person at the right time makes the advertising relevant.
Reactionary with Insight.
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