Comments on: The media planning fight is not over http://www.adotas.com/2009/05/the-media-planning-fight-is-not-over/ Where Interactive Advertising Begins Fri, 10 Feb 2012 14:59:18 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Zach Coelius http://www.adotas.com/2009/05/the-media-planning-fight-is-not-over/#comment-763514 Zach Coelius Tue, 19 May 2009 17:59:41 +0000 http://www.adotas.com/2009/05/the-media-planning-fight-is-not-over/#comment-763514 Jim, The big problem with the position that you are taking is that it has been the status quo in online media buying for the last 10 years. Even with all those years of practice, buying media by hand doesn't work all that well and everyone knows it. Buying ads based off context with handpicked websites and ignoring the user's intent is a highly inefficient and ineffective way to allocate media. All we are doing is accepting abysmal performance in exchange for supposed "safety". On the other hand, letting the algorithms do multivariate analysis over ever impression and running the right ad for the right person works really, really well. There is a way to make ads actually work and achieve the results we are looking for. If we want to stay in a world where our ads are ignored and worthless, then we should certainly keep buying media by hand. If we want to increase performance, we are going to need to accept that automated targeting is here to stay. Jim,
The big problem with the position that you are taking is that it has been the status quo in online media buying for the last 10 years. Even with all those years of practice, buying media by hand doesn’t work all that well and everyone knows it. Buying ads based off context with handpicked websites and ignoring the user’s intent is a highly inefficient and ineffective way to allocate media. All we are doing is accepting abysmal performance in exchange for supposed “safety”. On the other hand, letting the algorithms do multivariate analysis over ever impression and running the right ad for the right person works really, really well. There is a way to make ads actually work and achieve the results we are looking for.

If we want to stay in a world where our ads are ignored and worthless, then we should certainly keep buying media by hand. If we want to increase performance, we are going to need to accept that automated targeting is here to stay.

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