Measurability is one, relevance is another of the challenges facing online advertisers. Interesting article on that by Scott Karp today. One of his examples:
“What struck me most is how poorly customized the ad actually is — the Tacoda ad server knows my network location, but it doesn’t know the crucial piece of data that would have informed the delivery of this ad — I’m happily married and have no interest in meeting singles. So while the ad got the geography right, it’s still utterly irrelevant.”
And his conclusion:
“After more than a decade of online advertising, you’d think we’d be farther along.”
