E-Commerce News: E-Marketing: Online Ad Targeting: From 'Maximize' to 'Optimize'

E-Commerce News: E-Marketing: Online Ad Targeting: From 'Maximize' to 'Optimize': "Online Ad Targeting: From 'Maximize' to 'Optimize'

The backlash against ad targeting is somewhat understandable, writes Mike Troiano, CEO of Matchmine, but advertisers rely on some degree of targeting to sustain their business, and customers really hate irrelevant ads. What about optimizing ad targeting rather than maximizing it? he suggests.


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When's the last time you heard an online retailer complain that their banner ads were too well targeted? How about an online publisher lamenting the torrent of accurate user data they were able to capture, or for that matter a user who just wanted more of the ads they were getting to be irrelevant to them?

Based on what I expect are some pretty sparse data points on the above, it's easy to conclude that online ad targeting is a function maximized in the interests of all parties. We as an industry have proceeded on this unstated"