By archive August 16, 2007
This story has been out for awhile, but it’s still limited to a few areas for its test phase so it hasn’t gotten as much attention as it probably deserves. Other behavioral targeting ad networks offering similar capabilities exist, but this would be the first on such a major player. And if it can work as promised, this could be the next major step to push the performance of display ads closer to search advertising.
While the promise is huge, the logistical prospects for setting up all the variables and creative might at first seem a little daunting. It would require a different approach to designing online creative as each ad will actually be a series of variables dynamically pulled together on the fly. The beauty is it could scale nicely and accommodate a wide range of messages once it’s setup.