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Excuse me, everyone saying that we should enjoy ad targeting because we want to watch "relevant" ads - please consider your own thought process here. I worked
by tomlock 8y ago
Excuse me, everyone saying that we should enjoy ad targeting because we want to watch "relevant" ads - please consider your own thought process here. I worked in ad tech for a couple years on the targeting tech side specifically, and I can emphatically say that what people buying ads are optimizing for is not relevance, it is reach!
Organizations should exclude people that have already purchased products from seeing ads for those products - but they almost unanimously do not.
If relevance is what people want, given the data google has about my transport habits, shouldn't I see zero car ads? Or, is perhaps that too creepy? Or maybe, google has no incentive to make advertisers pay less money on useless, irrelevant ads. Or, maybe the marketing manager who paid for the ads doesn't care to optimize their spend because the CMO doesn't care to - both of them want to say they're responsible for the largest budgets and BIGGEST audiences ever (which by the way is the reason TV ad campaigns are still so prevalent, they look good on resumes).
Do marketers have time to understand complex ML models with hundreds of variables? No. Biggest audience possible, please and thank you.