Why digital ad targeting is failing

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Chief Evangelist Jake Bailey discusses how to help the industry fully leverage data surrounding ad context and consumer behavior on iMedia Connection.

The birth of the internet shook the foundation of many markets, in particular our own media industry. Over the past decade and a half, online advertising has blossomed into the potential genius alternative to the more traditional media outlets -- wooing media buyers with the promise of "real-time metrics" and the technology that allows better targeting capabilities. It's all these promises of marketing capabilities that has propelled online media into securing a larger slice of overall budgets -- stealing dollars from traditional media bucket. However, in order for online media to surpass traditional media budgets, the industry must further innovate in terms of scale and targeting. This will involve delivering value above and beyond what advertisers are currently capturing from TV.

One of the critical components that will enable the shift in budget allocation is in the one thing that makes online advertising so unique: the underlying power of ad-targeting data. As it currently stands, the digital industry is overrun with data: "Data, data everywhere, but no one has the means to truly leverage it." The digital ad industry is still a ways off from being able to leverage "data potential" from ad context and consumer behavior.

Read the full article on iMedia Connection

About :

RichRelevance is the global leader in omnichannel personalization and is used by more than 200 multinational companies to deliver the most relevant and innovative customer experiences across web, mobile and in store. RichRelevance drives more than one billion decisions every day, and has generated over $10 billion in sales for its clients, which include Office Depot, Costco, Marks & Spencer and Galeries Lafayette.

Headquartered in San Francisco, RichRelevance serves clients in 42 countries from 9 offices around the globe.

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