Life in Balance: Amit D. Chaudhary’s Blog
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Greg Linden wrote in Show advertising people might want about showing Consumers the ads that they want.

Advertising can be useful information about products and services we actually want. The advertisements we see should be helpful and interesting, not annoying and irrelevant.

I use to believe in that and have skipped\avoided ads due to the noise there is. But working in Advertising field in someways (I am in a Software Engineer Yahoo Display Advertising department), I came to believe, another thing, that sometimes Consumers might not know what they want or might try out, this includes a new cereal, a new updated car model, a new serial coming up, until they learn about it and try it out. To re-quote,

If I’d asked my customers what they wanted, they would have said they wanted faster horses. Henry T. Ford, inventor and entrepreneur.

So, there is a balance between desire and needs and another angle is creating awareness.

Greg is right on about Personalized advertising. If you are interested, take a look at the Targeting options, Yahoo provides, specifically Yahoo! Behavioral Targeting or BT as we call it, which has been in place for a while now.

Personalizing advertising — targeting to advertising to individual interests — can make advertisements relevant, useful, and helpful. By learning from what each person likes and does not like, personalized advertising can use that fleeting glimpse of our attention to show us something we actually might need.

Disclaimer: The blog entries and opinions mentioned in this blog are my own personal viewpoints and do not represent my employer’s view in any way.