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Is personalized creative in retargeting overkill and are advertisers crossing the privacy line?
Are advertisers crossing the privacy line when banner ad's stalk them around the Internet? What are your thoughts?
Here are some recent related articles to get your "juices flowing" for the discussion
-- http://www.adexchanger.com/data-driven-thinking/personalized-retargeting-overkill/
-- http://adage.com/digitalnext/article?article_id=145204
-- http://www.nytimes.com/2010/08/30/technology/30adstalk.html
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5 Answers
There's definitely a balance between delivering relevant content to the user and setting off their alarm bells. I think we all were taken aback the first time we were obviously retargeted but we've probably become more conditioned to seeing those ads as it's now a very common practice. That said, to protect your brand, subtlety is key.
I agree with John. As a user, I'd rather see ads from sites I have visited. I don't think it crosses the line. We all know that cookies track your activity, so it is no surprise to see ads from sites I have visited.
As the web becomes smarter, users will find an experience unique to their preferences. This personalization will keep growing and become a part of the next web generation. I have noticed on www.hulu.com, that they give you a choice of 3 different commercials to view. If I have to watch a 30 second commercial while viewing free content, I like being served relevant info.
Great topic Howie!
Absolutely. And I think we will see a huge backlash as soon as the "normal" users understand that they are being retargeted. I see retargeting happening all the time these days and in my opinion its almost counter productive for the brand as users may feel like they are being "sold" to.
Great question, Howie! Ad re-targeting absolutely presents a privacy issue, but also raises a question about marketing effectiveness. Stocking web surfers with targeted advertisements is incredibly annoying - and in a marketing landscape that's increasing geared toward positive brand identity and consumer relationships, ticking off prospective customers by chasing them around the web is a sure fire way to keep them from visiting your website again (or wanting to establish a relationship with you on twitter or facebook).
From a user perspective I think that retargeting is totally fair and in general one of the better ad practices. I think about every web page as a place where there is content I am interested in and ad space. I would rather have that ad space filled with ads/sites I have previously expressed interest in than seeing ads for something that I wouldn't consider buying.
From an advertising perspective retargeting can get pretty dicey. Most retargeting ad networks have a LONG list of sites that they retarget on and some if not most are sites that you and your brand may not want to be associated with.
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