THE PARADIGM SHIFT — Aug 30 — PlentyofFish CEO Markus Frind has split out a lot of his logged-in traffic by age, gender, and ethnicity. For the companies bidding on his site, this will make their Google AdWords campaigns a lot more profitable and allow more customized ads to be displayed. Markus also will be launching a new adserving platform soon that will allow him to target ads to any user an advertiser wants. Whatever ads he doesn't sell directly will go to AdSense.
The full article was originally published at The Paradigm Shift, but is no longer available.
Mark Brooks: Advertisers just want to advertise. They want to upload campaigns, target, test, tune, and run the ads based on ROI. Salespeople slow the process down, add little value and detract from ROI. Google has it right by making the advertising process simple and putting it all online. Experienced (read, large volume) ad buyers don't need handholding. They need easy administration and positive ROI campaigns.
Hi Mark,
This is pretty cool… and what’s even cooler is that some cutting-edge stats (linear and non-linear modeling) can be applied to link such demographics to consumer preferences to psychographic data. In other words, one could really take consumer profiling to the next level; a level that Google and other mega companies have desperately tried to reach.
Unfortunately, very few stats people have the expertise to apply these methodologies effectively. And fewer still even measure the right variables to begin with (too much focus placed on attitudes alone — which is not the way to go since attitudes are not intentions).
Ah, the potential that exists for the first-mover company!
Cheers,
James Houran, Ph.D.
Online Dating Magazine
Hi Mark,
This is pretty cool… and what’s even cooler is that some cutting-edge stats (linear and non-linear modeling) can be applied to link such demographics to consumer preferences to psychographic data. In other words, one could really take consumer profiling to the next level; a level that Google and other mega companies have desperately tried to reach.
Unfortunately, very few stats people have the expertise to apply these methodologies effectively. And fewer still even measure the right variables to begin with (too much focus placed on attitudes alone — which is not the way to go since attitudes are not intentions).
Ah, the potential that exists for the first-mover company!
Cheers,
James Houran, Ph.D.
Online Dating Magazine
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