Is Targeted Advertising the Next Ruler of the Web?


Online marketers have a whole new bag of tricks designed to connect with consumers. Unlike content advertising, the connection is based on consumer characteristics and determined by sophisticated algorithms. Known as targeted advertising, the phenomenon is spreading through the net at a blistering speed thanks to the surge in ad tech companies. Does this mean targeted advertising soon will be ruling the web?

A recent Business Insider’s Ignition Conference focused on this timely issue in a big way. The consensus from a panel of experts was crystal clear — targeted and content advertising each hold important positions on the contemporary marketing landscape.

Ted Phillips, CEO of marketing technology company M6D, emphasized the importance of content. In his opinion, optimal targeted advertising is carried out within the context of a consumer audience. He added that many targeting algorithms disregard the context piece, much to the detriment of marketers. Ideally, advertisers should combine both content and targeted approaches. The audience unanimously affirmed this viewpoint.

Brian O’Kelley, co-founder and CEO of AppNexus, stressed that content and targeted advertising are not diametrically opposed. “I think the term ‘targeted advertising’ is inane,” he said. “It doesn’t mean anything. All advertising is targeted.”

All of which sheds light on what is really needed — a stronger interaction between the ad tech and creative camps. True, a few barriers still remain to be broken. But once the two sides join forces, the collaboration is sure to take online marketing to a whole new level.

Do you have any comments or questions about online marketing, or about any other marketing topics? Feel free to send them our way. You can connect with The Young Company team at 949-376-8404 #205 or byoung@youngcompany.com. And be sure to follow us for the latest industry news and tips.