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.
Have you ever wondered why sites like Pandora.com seam to know who you are – even if you deleted your browser cookies recently?
Up to 100k, difficult to find, non transparent, non expiring, not cleared by any browser “Clear / Delete Cookie” functions – Flash Cookies are oh so very sweet for collecting data – so much better than plain old browser based Cookies.
I have heard the stories of ADNETS using Flash to re-spawn browser cookies when a user deletes their browser Cookies; but I had no idea just how many sites are using Flash Cookies for tracking.
Viewing my own Flash cookies (hundreds of entries) I identified no less than a dozen ADNET’s, ad servers, and online marketer cookies. My bank is even using them – they don’t even have flash on their site… Check Your Flash Cookies yourself…
I started reading Shoptimism by Lee Eisenberg a few days ago. I have only gotten through 50 pages – but so far it’s an interesting read on consumer marketing. An early section on the work of Vance Packard and his exploration (in the 1950′s) of consumer motivational research by social scientist working for advertising agencies reminded me of an incredibly insightful (and somewhat frightening) PBS FrontLine documentary on the same topic. If you have not seen The Persuaders – it’s mandatory viewing for anyone interested in advertising and if your not living off the grid on some atoll in the South Pacific you should be interested in advertising right now.
With respect to Online Advertising check out the narrowcasting section and how marketers and political parties have been working with data vendors (Axiom in this case) to customize their packaging / messaging for every consumer segment – with all the recent talk in the ad industry about customization, personalization, the consumer in charge; makes you think.
