Personalized Advertising - Too Close for Comfort?

Published by Kristin | Filed under Search Industry

Internet advertising is finally catching on a BIG way as the new vehicle to create, promote & solidify a company’s brand image. Display ads found on the Internet have become as commonplace as magazine ads or tv commercials.

Online marketers are able to target their display ads to a broad matched audience, but have lacked the ability to thoroughly measure the reach and effectiveness of their efforts. That is until now. “The big Web portals like Yahoo, AOL and Microsoft are working on it, trying to tease out which display ads should be shown and to whom. The new science of online display advertising involves a potent mix of behavioral targeting, social networking algorithms, predictive economics, pricing optimization and other mathematical strategies.”

With so many options available online to create a unique visitor experience, it’ll be interesting to see if personalized advertising will have the power to empower a brand or will it get too close for comfort?