You know those ads that play when you are listening to
Pandora? I have noticed several times that mine are Massachusetts-based (where
I am originally from) even though I haven’t lived in MA for several years.
Turns out Pandora is working on this issue – that is, finding
a way to make its ads more “relevant” to its consumers. This article explains
how even though the vast majority of Pandora-listening is done on mobile, these
ads are linked to “cookies.” They are therefore going to now work with a
company called Krux to better make this data work for mobile (app) users. The
article explains a few of the specific tactics Krux will use, which are pretty
interesting -- check out the article for if you are interested.
I think this situation and article is another good example
of just how dominant mobile is becoming, as we have discussed in class. It is
yet another reminder that digital advertising needs to go across modes of
technology – especially, mobile. Additionally, it is also a good reminder about
how the goal is increasingly becoming “targeted” and “relevant” ads – not just the
same commercial for everyone – a cornerstone of digital advertising strategy.
http://www.adweek.com/news/technology/how-pandora-aims-double-its-number-relevant-ads-cross-device-data-168002
- Allison Kuncik
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