Have you ever read a comment by someone who wants to see advertisements that relate to a site's content? For example, a UPS ad might serve up on a specialty gift Web site, or American Airlines discount tickets on a hotel Web site.
On a publisher's Web site geared toward the electronic components industry, Rich Krajewski commented that he wanted to see airline and hotel ads, as well as employee referral services, warehouse services,and training, tracking, and manufacturing tools.
It's probably the first time I have seen someone write in the comments section about wanting to see complementary ads on a Web site. I bring this up because in reminds me of pieces I wrote about Loteme's Goal-driven Optimized Audiences (G.O.A.L.) platform, which analyzes the behaviors of consumers each time they see or respond to a campaign; a service from Experian Hitwise that combines online and offline ad targeting data; and a service from eXelate that creates custom segments in real time.
Krajewski (who describes himself in a blog profile as an electronics engineer, editor and amateur-radio operator) also wanted to know why he wasn't seeing sock ads on the electronics site. After all, supply-chain professionals need socks.
In answer, DoubleVerify CEO Oren Netzer said as long as the publisher sells out inventory, Web site visitors won't see sock ads. "The reason you might start seeing sock ads is when the site doesn't see out all its inventory and start brokering out some to ad exchanges and ad networks," he said.
Governing the delivery is the highest paying ad for the user. Many times that would be a behaviorally targeted ad, not a contextually targeted one. If they don't sell all their inventory and start moving to exchanges, that's when a publisher's site will start serving up sock ads.
Brands should leverage data and behavioral insights to take advantage of advanced targeting technologies and techniques.
Ad targeting platform providers have been analyzing how to best target consumers with compiementary ads. No, it's not an exact match, but think of the strategy of pinning related topics on a Pinterest pinboard. Ads for products or brands related to content on a publisher's Web site could stand out in the clutter.
To make it work, the ad industry or publisher may need to change the definition of conversion or how conversions get counted and paid. Rather than considering the number of times ads get served up and viewed, perhaps the industry needs to consider combining a click-through and purchase.