Morning Dough
To: Dough Readers


Is Digital Advertising the Next Internet Bubble?

Source: SEJ

Does digital advertising really deliver the value it claims? Is it the next huge bubble waiting to burst?

The more things change, the more they stay the same.

For decades, marketers have been trying to achieve the “holy grail” or marketing perfection: reaching the right person, with the right message, at the right time.

And throughout that time, generation after generation of marketers have come away with the same realization.

What is simple in theory is maddeningly difficult in practice and near-impossible at scale but then things changed (or so we thought) as the advertising ecosystem began a slow, unyielding march online.

After all, digital advertising is superior to its predecessors.

It is built on mountains of user data, dominates every aspect of our life, and provides every advertiser with the level of granular control previous generations could only dream about.

Behavioral Advertising

At the core of this digital advertising revolution is “behavioral advertising” – the technique by which advertising platforms use thousands (or more) data points to micro-target users, who can then be served hyper-targeted, hyper-relevant messages at the “moments that matter,” to borrow a phrase from Google.

The holy grail is finally within reach.

Behavioral advertising – in just the last few years – has been credited with:

Shifting the outcome of a presidential election.

Building dozens of “unicorns.”

Helping thousands more companies survive a once-in-a-generation pandemic.

It has been touted as an advertising revolution – the thing that will forever change how advertising and marketing are viewed.

But does it really work? Or is it all just a fiction?

Read more here.

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