eMarketer released a survey of US marketers reporting that their online spending habits will remain relatively unfazed by restrictive regulations about audience data. In fact, the survey analysis goes on to predict that such regulations could actually boost online ad spending by demystifying privacy concerns. The problem with this survey data, is it doesn't take into account that the landscape of vendors with whom the advertisers might spend this budget, or the services they might offer, could potentially change – a lot.
Being ahead of your time has it's pitfalls. One of our biggest hurdles here at TruEffect in recent years has been educating advertisers and agencies on the concept behind our technology, relationship advertising, and how it works.
US: What if you could dramatically improve the performance of your online display campaigns by using what you already know about your customers, but in a privacy centric manner that doesn't allow your customer data into the hands of third parties?
THEM: My customer data is in the hands of third parties?
Those of us in the online ad technology industry know how click stream, site analytics, shopping cart, and other data makes it's way into third party usage. We know how it is compiled and aggregated to retarget. We're data geeks. We also understand how it can be used on the advertisers' behalf, but also benefits competitors. Besides being chased around by shoes, you might, for instance, visit Sprint, and then be chased around by AT&T banners. A lot of wasted impressions follow us around in the name of retargetting, often inferring information that simply isn't true. I'm inundated with Verizon ads in my Yahoo mail after I go to their site to pay my bill. Wasted impressions.
We frequently give cookie demonstrations to advertisers to show how many cookies are set when a user visits their site. It's second in popularity only to the demo that shows how you can upload and schedule hundreds of creative in seconds – but I digress. The point is, display ad targeting can be smarter – much smarter. It already is.
– Layne Salter
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