"The Sell-Sider" is a column written by the sell-side of the digital media community.
Today's column is written by Jim Spanfeller, CEO, Spanfeller Media Group, a new age media company.
It is inevitable that we will move into a post ad-tech era. Not to say that ad buying technologies will go away, but that they will plateau as marketers discover which methods are necessary and cost-effective in achieving their goals and which are not.
Today the very segment of the industry that was created to make the advertising ecosystem more efficient has succeeded in doing just the opposite.
Billions of dollars have been invested in building the stoutest, most comprehensive advertising data and targeting technologies imaginable. Often the amount of money spent on measuring and analyzing data approaches the cost of the advertising itself – hardly an efficient model. What’s more, questions linger about the actual effectiveness of these ad-targeting technologies. Retargeting seems to work well, in part because it is often the easiest to do. After that though the slope gets steep and very cloudy. Do behaviorally targeted campaigns against specific audiences have a better ROI than contextually targeted programs? Well, as it turns out, it depends on what you are targeting for…clicks? Sure they do, since the behavior targeted is in fact clickers. For most everything else, not so much.