From personal targeting to contextual relevance
The dream of personal targeting was one-to-one people-based marketing. Ads would get increasingly relevant, and consumers would in turn show their appreciation. But we are still waking up to the reality – and all of the innate challenges around 3rd party data usage – from user to browser-wide ad blocking, banner blindness, bots and click fraud.
There is another way.
Context was the original proxy for audience in advertising, since way before the internet came around. And since before programmatic buying in particular turned the media planning model on its head. But do we undervalue the role of content, user sentiment and contextual relevance? The last ten years’ overt focus on audience and personal targeting has shown the risks and results.
At Adlede, we acknowledge that context and advertising in the moment are the great forgotten success factors in online marketing.