Bad news for online advertisers – you’ve been ’ad
Once upon a time, advertising was like carpet bombing. You paid a lot of money to put ads in newspapers and magazines or on television and billboards, but it was all hit and miss: you could never be sure what worked. As a US department store magnate, John Wanamaker, once said: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
But when Google and then Facebook arrived, all this apparently changed. The technology deployed by these outfits could ensure that only people likely to be receptive to particular messages would be shown those messages. Wanamaker’s heirs could be sure that their advertising dollars were hitting the spot. And on this foundation, Google and Facebook (and, for a while, Yahoo) made money like it was going out of fashion. It was, as the cliche puts it, a win‑win situation
- Procter & Gamble announced that it would make $1bn in savings by targeting consumers through digital and social media
- ad blockers are growing 40%?”
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