There’s a new and promising technology for digital ads tracking out there but… it will take a lot of time before it will be accepted and adopted by the industry. CNET News reports today, also explaining how the technology works. Basically, each ad has a 12-digit unique identifier that’s used to track it from creation to distribution. The identifier also allows to link this data to demographic information on people to whom the ads have been delivered.
Web site operators are getting better at figuring out where you live and what your interests are, all in the process of better targeting their advertising and content. David Strom writes an interesting column on Internet Week whose title is Internet Advertisers Find Better Ways To Find Out About You. I read it with particular interest since it focuses on targeting and technology aspects, explaining a lot of details from the “backstage” of an online campaign.
24/7 Real Media has launched last week Open Advertiser(TM) 2.0 software. enables marketers to control the serving and the analysis of its ad campaigns across multiple sites, as well as improve the quality of its results by serving contextually relevant ads based on information gleaned within the process and customer information the marketer owns. The press release is on the company’s Web site. For me it has been a chance to go and visit 24/7 web site… arghh it’s awful! Sorry guys, but I believe it’s really messy and not usable at all…
Michael Totty, on the WSJ, and republished on The Detroit News talks about advertising metrics.
Marketers have long quoted John Wanamaker, the Philadelphia retailer who famously said, “Half my advertising is wasted. I just don’t know which half.” With the Web, online marketers say, they finally know which half.
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