Ad Targeting As Public Service?

Across channels, there’s nothing wrong with targeting consumers based on their previous behavior, says Scott Symonds, Managing Director at AKQA Media.

Say, if someone spends an hour configuring an Audi, online, the luxury carmaker would be borderline irresponsible for failing to incorporate those insights into banner ads that he or she sees in the future, Symonds says.

“That’s not creepy,” Symonds told attendees of OMMA San Francisco, on Wednesday. “If it’s done well, it can feel like a service.”

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