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Web Advertising's Flight to Quality

? Omidyar Network Pays Attention |


| Free Thinking on the Web ?

March 17, 2006

Web Advertising's Flight to Quality

Rob Hof

My colleague Steve Baker has a story on what's coming next in Web advertising: tracking not just our clicks but our actual behavior in viewing ads.

The race is on to find new ways to track customer behavior. Advertisers and agencies are progressing far beyond the standard arithmetic of counting clicks and page views. They're tracking the to-and-froing of the mouse on Web pages, and they're finding new ways to group shoppers by age, Zip Code, and reading habits.

It's an indication that even as targeted as Web ads are compared with traditional ads, there's still a long way to go. Steve also has a blog post on TACODA Systems' interesting method of measuring behavior.

09:52 AM


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Advertising on the web? What a concept! Is this for real? When will it happen? [snicker]

I don't see any advertising when I surf, due to using FireFox and the Ad Block Plus & RIP extensions. I also have the Spoof It extension installed so websites don't know where I come from. It drives me crazy when people who don't know how to block ads ask me to help on their computer and I have to put up with all the blatant ads while trying to help them. I think all the ads are one reason why many people are pulling away from the web.

Posted by: Jojo at March 19, 2006 05:19 AM

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