The new proposed IAB guidelines isn't breaking news, but the uproar I would have expected over some of its elements hasn't occurred. The two major revisions, assuming both parties in the buy agree to these new terms, say that creative re-targeting can no longer be used without a separate agreement (and payment, we assume) and that publishers can no longer build profiles of their users based on how those users interact with one advertiser or another.
I won't comment on the publisher end of this since my familiarity lies much more with how our clients (advertisers and agencies) will react to the inability to creative re-target going forward. My initial reaction to the creative re-targeting issue is that advertisers have probably enjoyed something too good to be true at no cost for too long and it's appropriate to come to an end. It was clearly a technological way to circumvent the spirit and intent of advertising on the site. This said, most endemic sites sell out of their inventory, and as such, have no more audience to offer - even if the advertiser wanted to pay for it. In this way, who is it hurting to re-target those users... Read more
Archive for December, 2009
Get Ready To Pay A Premium For Creative Re-Targeting
3 Big, Bad Steps to Better Creative
The secret's out: I'm not exactly a blend-into-the-background kind of guy. I like to come out on top, whether it's catching the biggest fish, scoring the cheapest plasma, or putting away one more hot wing than the guy next to me.
That doesn't change when I'm at the office. Unfortunately, it's easy to get caught up in the excitement of new things and forget to look back. It's hard to be the best, though, if you don't remember to: "Create it. Measure it. Improve it."
If only we could tackle online creative like the Three Little Pigs. Yes, even this Harley-ridin' 40-something knows a nursery rhyme or two.
The first little pig had the right idea when he built that straw house: Construct a shelter that would keep him dry and provide him a little privacy.
The second pig took a different approach and tried to create a stable home made of sticks that looked edgy and different from anything the other pigs had ever seen.
And the third pig decided it would be worth it to spend a little extra cash to build a rock-solid, indestructible house of bricks.
Until the day that wolf came along, all... Read more
