Monday, 30 July 2007

Social Targeting

A startup based in Boston is bringing a social element to the targeting of display ads on the web. Adpinion allows visitors to vote on ads (thumbs up or down), the combined vote determines what ads you and other visitors see when visiting an Adpinion network site. Adpinion collects preferences through a voting bar that sits along the left hand side of their embeddable ad unit. Each vote contributes to a profile of your ad preferences and the ad profile for the site overall. Rates will be based on clicks and related to how close ads match your preferences.

Of course the best measure of an ad's success will remain a click....

Here's how it works...
  1. Adpinon helps you place your ad into their system, where related people and ads group together.
  2. Feedback from users helps to move the ad into more relevant groups.
  3. When a user goes to a website within our network, Adpinion displays an ad that suits their interests.

7 comments:

Anonymous said...

Boo Hiss ... I thought the best measure of an ad is actually 'after the click'?

I liken it to a McDonald's drive through ... what's the use in having 100 cars drive through, if none of them stop and order anything?

Mark Taylor said...

Nice analogy.

Not really - an ad does its job in getting you to the page/site. Then it's up to the landing page or site to do its thing... Click throughs are poor indicators of conversion, but if an ad gets you to click - it works.

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