Towards personalized advertising

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Paradigms

When personalized advertising will occur, the traditional advertising media do have a problem. Especially newspapers, magazines and radio are non-personalized media, they provide ads for broad target groups. Media like the Internet and maybe TV will benefit because they are able to provide personalized ads. Therefore, advertisers will change their focus from advertising in traditional media to personalized media. Traditional media will suffer losses.

Experts

• 24/7 Real Media
• MIT Advertising Lab

Timing

Personalized advertising is already happening, e.g. look at Google's way of showing ads based on what a customer is searching for. The coming years personalized advertising will increase rapidly.

Web Resources

• http://glinden.blogspot.com/2005/05/personalized-advertising-on-findory.html
• http://www.pitt.edu/~esther/papers/CustomizedAdvertising.pdf
• http://www.247realmedia.com/about/press_2005/2005-11-08.html
• http://adverlab.blogspot.com/
• http://www.newsofthefuture.net/index.php?/archives/34-April-04,-2009-Advertising-Personalized-Harley-Davidson-ad.html - A concrete Scenario. In advertisement-movies, the license-plate could be changed depending on the IP-Address of the viewer.