Consumers now control much of the web they see. Either as creators of content (blogs, photos, YouTube) or assemblers of content (social networks, widgets, content sharing), they define what they see. As new generations of web users grow up, this is a natural way to use the web and expectations are high.
While this generational shift in capabilities and expectations has taken place, advertising has struggled to adapt. Strategies such as behavioral targeting involve increased knowledge of user activity to improve targeting of ads to consumers, but such methods have hardlimits and push against boundaries such as privacy and regulatory concerns.
This blog, created by the people at ProWebSurfer, offers an alternative model, where consumers can implement their own “Personal Ad Server” to decide what advertising is delivered to them as well as when and how this is delivered. As well as obvious benefits to consumers, advertisers should embrace this model as targeting is improved leading to better yields, improved metrics and more sales.
What do you think?
Posted by ProWebSurfer 