Consumers have long been vocal about their aversion toward ads; ads interrupt programs, push products that are potentially not of interest and are, in general, a nuisance. However, consumers do appreciate some aspects of advertising—ads are sometimes entertaining and occasionally provide information about products and services relevant to future purchase decisions.
Recently, advancements in media and technology have provided advertisers with a multitude of new ways to target and connect with potential customers. One of the most significant changes involves increasingly precise methods for targeting ads to the appropriate consumer. Via “programmatic” buying, advertisers who once developed a single commercial intended to appeal to everyone can now run multiple ads, each addressing a specific type of consumer—as defined by demographics, lifestyle or past purchase behavior.
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