Even as marketers spend $3.71 billion on programmatic media buys this year, consumers’ eyeballs remain elusive. Major players like Apple have introduced ad blockers for devices that effectively allow consumers to ignore pricey display ads.
More widespread ad blockers come as good news to anyone who’s ever been chased around the Internet for months with the same static retargeting ad after a careless product click. The rampant use of ad blockers should also send a message to marketers: robotic retargeting is creating an adversarial relationship with consumers.
We should be doing much better. With the rise of retargeting, it is theoretically possible for brands to communicate one-on-one with each consumer—a marketer’s dream. So, what’s the problem?
Check out Giles' post on Cynopsis Media here →.