Exchanges, Behavioral Targeting, RTB, SSP, DSP’s, Dynamic Creative, Ad Verification, Attribution – sometimes I can’t help to think we’ve got it all wrong. Instead of making peoples lives better; online advertising is at best Meta-Advertising. It seams like we spend most our time selling advertising not actually disseminating great ideas / products.
Meta-advertising is at best repeating the same message over and over; at worst personally customized brand messaging based on 400 data points. Technology means nothing without creativity; technology has become our ultimate distraction.
Hal Riney put out some of the most emotionally compelling advertising that has ever been seen. Like or hate the message the ads are art; they connect and resonate.
From “When the Audience Clicks: Buying Attention in the Digital Age” presented at the Oxford Internet Institute.
Check out 68:28 for a lively discussion on my favorite behavioral targeting topic – coffee cup capitalism.