Targeted Advertising Softening Will Be The Next Trend.

When I was an analyst, my first analytical work was to study the current online advertising situation. It was in 2002, so there was good reason for this research, after which we passed the difficult 2001. In 2001, everything was going down, advertising jobs and so on. I study the current situation of the advertising market and hope to find a joint point to restore growth. I predict there will be a rebound in the advertising market. I need to find a catalyst for market rebound.

　 What I am looking for is directional. Orientation has always been part of advertising. We have men's magazines and women's magazines, TV is popular with children, and radio is favored by older people. Focusing on content, we can always find users.

about Interactive media This is completely different. We should not only focus on the user demographic structure and assumptions, but also have more accurate and specific goals for what we find and users who interact with. In addition, orientated can also achieve the goal of three party win-win: advertisers contact users who want to contact, and publishers sell targeted advertising stocks at the desired price. Consumer You can see advertisements that are attractive to them.

In fact, this is the result of the four sides win win because it integrates other catalogues into the advertising mix, and advertising becomes a huge effective machine at this point.

Of course, what I have said is true. It is search that revitals advertising. Search is a simple form of directional advertising. You provide an advertisement to a user and issue a request. Search is not just an advertising service, but it is not a different goal.

Now, we are starting a new round of thinking about advertising. We realize that we can add intelligent machines on the other side of human behavior and provide the right advertising at the right time. The problem now is that we are trapped in the predicament of directional authority. There are strong signals that we have found the frontiers of orientation. The real desire of consumers is to ignite the efficiency of machines.

Consumers are not comfortable with advertising orientation. They can accept it and act to show their affection, but when you ask them directly, when they are thinking deeply, they will dislike directional advertising. This advertisement worries them in many ways.

The rapid growth of technology that follows the Internet is directly related to the increasing dependence of advertisers on the impression rate of advertising promoted by the Internet. Now, users are increasingly finding that the same advertisements appear on multiple websites, which are closely related to their recent internet behavior. It lets consumers feel that these advertisements smell users and keep tracking. It's a little annoying, but it's easy to ignore.

The problem with targeted advertising is that the data provided to the system seems to lack indicators. Search and context related advertisements are immune to this, but many display advertisements have encountered such problems. Consumers participate in an activity, implying that they are looking for a product in the market, and the directional machines provide services for them. Then, consumers buy, but the machine does not know this. Therefore, advertising serves a ship which has already left Hong Kong.

Consumer watchdog is highly concerned about targeted advertising. With the growth of a large number of enterprises, with the increasing participation in social media activities, people are increasingly worried that these enterprises will know too much and grow too strong and fearful. Apple, Microsoft and Google have become the focus of concern, but many companies are still following the lead.

I am optimistic about the development of advertising industry. In fact, I am also optimistic about targeted advertising. I realized that many people are still moving forward, developing new technologies and providing advertising for the right users. However, many pioneers find new ways of using these tools to better serve consumers.

These enterprises will pay more attention to providing better directional services to users, rather than just letting users buy products. Directional advertising The softening will be the next trend.