Apps are adding a new and fascinating layer to the data sets both developers and marketers can use to refine their offerings. Tshis is much like the early days of behavioral targeting, when we had no idea yet what value the data might render.
The industry still continues to operate under old privacy rules, though it's changing -- a change fueled, some believe, by the tension between first-party companies and third parties that use the data.
Think Realtime is bringing yet another layer of automation to the highly mechanized new machine of digital ad buying. Its machine learning system optimizes and automates RTB execution on Google Display.
Mobile apps and the mobile Web are already starting to give us incredibly granular views into what really goes on in Aisle 3 and how purchase decisions are being made on the ground. This will change everything.
Have you ever read a comment by someone who wants to see advertisements that might help get their job done better? For example, a UPS ad might serve up on a specialty gift Web site, or American Airlines discount tickets on a hotel Web site.
For all of the nods to the value of context in digital display, the ad tech structure that targets audience anywhere poses a fundamental challenge to the business models and value proposition of media as we have known it. The elephant is still in the room.