What kind of relationship do you have with “your” ads?

April 9th, 2008 by Mimi Yin

Now that ads are ‘specially targeted to each one of us individually, how do you feel about the ads that are finding you?

Here’s Microsoft’s take on the situation. Not exactly news, but I just found it here.

Here are some snippets from the dialogue:

Consumer:
You’re not even listening are you?
We don’t talk anymore.
You do all the talking.
It’s not really a dialog.
You say you love me, but you’re not behaving like you love me.

Advertiser
They said you would love everything I did.

Consumer:
You’re not even listening are you?
If you knew me…

Advertiser:
Know you? Sweetheart, I know everything about you. You’re 28….to 34 You’re online interests include music, moves…and laser hair removal. You have a modest, but dependable disposable income.

Consumer:
I’m out of here.

The problem is: How are advertisers going to listen more closely to consumers given the privacy models we have today? How closely do you want them to be listening anyway?

Not very, according to this article.

But what if advertising simply became a service that helps you find what you need and discover what you want? Like a personal shopper or interior decorator. Or a financial adviser or psycho-pharmacologist. How far would you be willing to go in this relationship? And would it still be advertising?

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