| There is a guy (or a girl) who doesn't really mind that | | | | media is a good thing: |
| Facebook knows a lot about him. He doesn't mind | | | | 1. It's good for consumers. If you love 80s music, |
| that Facebook uses this information to serve up ads. | | | | you would probably love offers and deals about |
| In fact, he likes it. This guy is you; or at least he | | | | concerts, t-shirts and memorabilia related to the 80s. |
| should be. | | | | If you are an important CTO, why wouldn't you |
| Online advertising has come a long way. Just a year | | | | want to at least be offered a white paper on cloud |
| ago, we were punching monkeys and other funny | | | | computing. Or if you're a mom with a newborn at |
| creatures to "win a free iPod" or "clicking here to | | | | home, what's so 'intrusive" about diaper coupons and |
| refinance my home." That is to say that, with a few | | | | discounted baby wipes. These ads are a whole lot |
| exceptions, online advertising was terrible. Not only | | | | more relevant to you and your life than most |
| were these ads ignored, those who did click on them | | | | billboards you'll pass on the highway. |
| were awarded with a nasty virus or spam trap more | | | | 2. It's good for publishers. Hey, most people don't |
| often than they received a $299 electronics device | | | | want to run crappy ads on their site. And if they are |
| for free. | | | | running ads, they are probably only making money |
| In today's world, ads are actually becoming relevant. | | | | when someone clicks an add. The last thing a |
| Today on Facebook, you might get two ads... one | | | | publisher wants is 100 "punch the monkey" ads |
| about deals in Columbus (or deals in whatever town | | | | running on their site. Plus, when ads are highly |
| or city you live) and one about Website Magazine, a | | | | targeted, they can charge a premium. |
| geeky SEO/online marketing magazine that I really | | | | 3. It's good for advertisers. If you are selling concert |
| like (assuming you like that sort of thing). Targeting | | | | tickets, or server virtualization, or diapers, it's |
| an audience by job title and geography is just the 101 | | | | probably not a stretch to assume you would love for |
| stuff. | | | | your messages to reach rockers in Columbus, or |
| Let's assume you are a small business owner who | | | | CTOs in Chicago, or working moms in Tallahassee. |
| has recently been searching online for an extended | | | | And most people are willing to pay to reach that |
| line of credit. The next time you log in to LinkedIn, | | | | exact audience. |
| you see an ad for a business credit card and a web | | | | You see, it's not about millions of ad impressions. It's |
| conferencing solution (a great tool for small | | | | about getting the impression to the right person's |
| businesses). Are these ads better than punching a | | | | computer screen at the right time. And it's not like |
| monkey or home refinancing? You bet. | | | | this is anything new. Consider this: if you are watching |
| And while we all know that Google is the largest | | | | a sporting event at 9:00 p.m., have you noticed that |
| search engine in the US, not everyone knows that a | | | | you don't ever see any commercials advertising 10 |
| whole lot of the ads you see on sites you visit every | | | | year old girl shoes? |
| day, from the Wall Street Journal to your neighbor's | | | | Advertising companies have been profiling consumers |
| blog, are served by Google. Have you ever almost | | | | since the dinosaurs roamed the earth. And they use |
| booked a trip to Mexico and suddenly started seeing | | | | every available means to do it. If you don't like |
| ads for discounts on trips to Mexico, even though | | | | Facebook having information about your daily habits |
| you were on a site about used cars? You say to | | | | and tendencies, you probably will also want to call up |
| yourself "Hmm.. what a coincidence." Turns out, it's | | | | yellow pages and get your name removed. You |
| not. | | | | might also want to call up your local government |
| That's the magic of Google. While Google doesn't | | | | offices and hospitals and kindly ask them not to |
| give away its secrets, consider this - let's say you | | | | publish your name if you ever break the law or get |
| use Google Talk, Gmail, Google Calendar and Google | | | | into a car accident. You should also probably start |
| Docs. Going through these tools, a person (or a | | | | wearing a mask when you go shopping. |
| robot) could learn a whole lot about you... and serve | | | | Or, you can embrace this new and progressive trend |
| up really targeted ads. | | | | toward the advertiser consumer relationship. You still |
| And yes, I know, you never click on ads; you also | | | | are free to ignore ads. But at least now the ones |
| always leave Vegas with more money than you | | | | you do happen to notice might be useful. Unless, of |
| showed up with. But, for the rest of us, here are | | | | course, you really need a pair of 10 year old girl |
| three reasons why I think targeting ads through the | | | | shoes. |
| use of information consumers volunteer on social | | | | |