2 responses

  1. Chris Brinkworth – TagMan
    January 8, 2010

    Timely article as Plenty of Fish made me think about re-targeting rules and best practice a few days back.

    "Someone" on their imac "next to me" at the coffee shop had a big "Plenty Of Fish User, come back" re-targeting message on their screen.

    1)Did they want that on their screen in public? What if that was on a presentation on a projector in a workplace?
    2)Should we maybe look at IP targeting in these cases that say "Only if IP address matches that of when logged in - serve this"
    3)What if it was his wife/girlfriend using that PC at home - would that advert not create some questions that may not want to be raised? He went to all that trouble of setting up a fake hotmail address to hide his activity; only to be foiled by re-targeting.

    I know that these cases would be rare, but; with those sort of numbers - they become more commonplace, therefore great case-studies for people on "The Hill" to feed to the press about what happens when people get 'cookies'.

  2. Daniel de Sybel
    January 10, 2010

    Overall I think the article is very interesting.

    I think when it comes to reselling data reducing on-site CPMs, it does feel, however, that Markus should be charging more for his data. The data exchange concept is still very young but I think it is of paramount importance to the future success of all advertising.

    Putting privacy concerns to one side for now (controversial, I know, but that is best left for a separate discussion), irrelevant untargeted advertising is what gives advertising and advertisers a bad name. Any adverts about gardening products are effectively wasted on me (I have no garden), car insurance adverts currently fall on deaf ears (I have 10 months to go before I need to renew) and let's not get started on all the female products that persist in taking up time that causes me to resent the channel they are advertised on.

    I appreciate Amazon's ability to tell me what it thinks I might like and I wish this could be applied across the board as then advertising becomes less of an evil necessity and more of a service that people will come to appreciate.

    We are currently a long way from this but it is exciting that the building blocks for this vision of the future are slowly starting to become available.

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