In the recent months, buying and selling ads we all see on
websites have become in a little interesting, thanks to companies like Rubicon,
which recommends the buyers in real time how much to bid on ad spaces on popular
website like facebook or google. In addition to the information on the
available ad spaces, the company uses third party companies’ data on the
demographic of audience. Using these two pieces of data, the company quickly calculates
a price for that available ad space based on the specific buyer’s interest. For
instance, if the buyers is interested launching a campaign that will target the
people between 18-25, the company will suggest a price for the website on which
the buyer wish to advertise.
I think it’s a great idea, because the ads that appears on
the website will look more relevant. Users of the website will think that advertise
becomes a helpful the information. Moreover, the advertiser will get a better
return on their investment. Even better, using the company’s algorithm, the advertiser
can quickly know the price of the ad space, which meant that buying the ad will
be a lot less hassle. So, it’s a win-win-win situation. The critics think that
such operation can undermine the privacy of the users, because the accuracy of
the data comes at the cost of the obtaining user’s personal information. While this claim has some metric, the company
can alter the way how the collected personal information gets used.
http://www.nytimes.com/2012/11/18/technology/your-online-attention-bought-in-an-instant-by-advertisers.html?pagewanted=all
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