Instant ads: Case study Question I have visited my favorite portal over 10 times. These are the findings, (a)The ads that are immediately of interest to me were 3/37which translates to 8.1%. (b)The ads that are sort of interesting or relevant but not now were 13/37 which equals to 35.14% (c)The ads that are not interesting or relevant were 21/37 which equals to 56.76%. From this data, it is evidently clear that the highest percentage of ads were those that were not interesting or relevant to me. This is because according to this case, most ads on the internet do not know much about my tastes and preferences.
Thus the displayed ads are frequently far off the mark of what am interested in at a particular moment. Even if they knew everything about me, the advertising networks do not have the mechanism to sell that information instantly to a potential advertiser. Thus these banner ads had nothing to do with my interest at the time, rather than achieve the holy grail of advertising and hence the ads were extraordinarily ignorant of who I am or what am looking for. Question 2. Some of the specified profiles in this case include: comments on automobiles, illness, or favorite movies, the fact that you like Dancing With the Stars, do cross-word puzzles, bought a Kindle, purchased romantic titles, have an iPad and installed the New York Times reader.
The other profile is that of a male, 24 to 35 years old, urban, drives a sports sedan, sports fan, high income, and likes books (think possible BMW customer). This type of profile is relevant to online advertising because it is more personalized and helps advertisers really understand their potential customer’s preferences and needs.
This will help them place ads that are aligned with their potential customer’s needs. Question3. Display ads can achieve search-engine results by building the capability to display banner ads that are based on the granular behavior of individuals just prior to displaying the ad, and to do so in real time, in milliseconds. They can also hook up with ad exchanges networks that have developed real-time ad exchanges such as Google’s Double Click Ad Exchange (AdEx), Apple’s iAd, Microsoft’s Ad Exchange, and Yahoo’s Right Media and bid for ad spaces in the few milliseconds between a user entering a Web address (or clicking on a search query) and the page appearing, based on the data purchased from data exchanges.
They can also link with Facebook and Turn, well-known ad exchange and analytic firm which helps advertisers make over 50 billion advertising decisions, analyzes over 1.5 trillion customer attributes and provides instant access to billions of advertising impressions. Question4. I think instant display ads based on my immediately prior click stream will not be as effective as search engine techniques because they have not been researched on to find out what a potential audience really wants by the virtue of the places they visit, the kind of things they buy online and more importantly, they do not have the personal behavioral patterns of the potential or rather target audience.