More conversation that sounds familiar but with a new name - "Content Adjancencies". What's interesting here is Jeremy's comment that
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Through demographic and behavioral targeting, online media companies are asking advertisers to follow the user instead of following the content...In my experience, when the guys with the money [advertisers] want to do things one way, and the guys who want the money [media companies] want to do things another way, then it is usually the guys with the money who walk away happy.
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except that we keep hearing that those advertisers used to following content tend to be brand advertisers who are pulling back anyway. A lot of online spending (maybe most) is direct (aka demand fulfullment) in one form or another and targeting - demographic, behavioral, contextual, whatever - performs better for direct advertising. Otherwise, why is search the fastest (and maybe the only) growing segment of online advertising today?
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