One huge targeting mistake and how to avoid it: Understand the context beyond few keywords
Contextual advertising is not new, when I first started writing about targeting advertising the technology was new, the concept was new and few bold marketers were trying and learning from their mistake while helping others teach on how not to make this mistakes. A post by Kevin Hillstrom, Highly Targeted Digital Ads That, Well, Just Read The Article ., tells me that we have yet to learn from the mistakes that have been made since the early years of online ad targeting. I remember when we are first dabbling with display ad targeting and retargeting back in early 2000s, one of the things we were trying to solve for is to understand the full context of the content you were reading. We saw many marketers making the mistake of not understanding the negative context of the content and wasting their ad dollars on wrong content. For example we saw an ad targeted (I believe it was served by Google) on a page talking about plane crash that showed an ad for carry-on ...