FROM THE BLOG

The Next Wave of Ads Knows Everything About You — Before You Do

Predictive ads — tailored to your exact location and taste — may sound intrusive, but the idea is to cater to your preferences rather than to spy on you.

Welcome to the world of inference advertising, which relies on targeted ads that use your smartphone’s geo-location and social history to serve relevant mobile ads that know what you want, even before you do.

Predictive ads — tailored to your exact location and taste — may sound intrusive, but the idea is to cater to your preferences rather than to spy on you, says Bill Gross, the CEO of UberMedia and founder of the startup incubator Idealab.

“What we’re trying to do is change advertising from intrusive to invited,” Gross says. “The whole focus of UberMedia is to show the right ad at the right time, to the right person.”

A recent campaign for Nike’s new Carmelo Anthony shoe, for example, targeted those who followed New York Knicks players on Twitter or whose smartphones were GPS-tracked on hiking trails, running trails or tennis courts within the last month. When users in Manhattan were within 100 steps of a Foot Locker or Nike store, a shoe-shaped ad directed them to nearest locations of both of those stores.

Read more from the source: Mashable

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