Excellent article today by Jeremy Liew (thanks Yme for the link) about behavorial targeting. He argues that as the long tail of sites grows longer, the need for ad networks gets higher. And most importantly he concludes that the more targeted the ad network is, the better it might be positioned now and in the future. He calls the targeted or topical ad network “synthetic channels”.
Here’s a big chance for traditional media to get a piece of the action: through its existing channels in several media (print, TV, radio, events) it is able to jump-start synthetic channels. There’s only one warning: traditional media companies should realize that they have to open up the network to channels of their competitors as well and not only stick to their own, proprietary channels and media.
Cannot be done? Hachette Filipacchi did it in the US by buying automotive synthetic channel called…Jumpstart. Nomen est omen.
