From the start, online advertising has been a fairly blunt instrument with which to reach customers. Tracking and reporting has always been superior to more traditional forms of advertising, such as print or television, but delivery has remained far too generic to the customer. We are now entering the age of “valutising.†Valutising is advertising that delivers advertising value to the end user based on four basic principles, who, what, where, and when. Valutising applies these four items through: 1. Personalization (Who) 2. Distributed contextual advertising (Where) 3. Expanding variety of advertising formats (What) 4. Process Orientation (When) This allows advertisers to move beyond delivering an advertisement to delivering valuable offers. It is not as apparent, but this will be beneficial to quality web publishers as well. With many of the current advertising solutions a site’s value is determined by the volume of traffic it receives, without regard to the quality of that traffic. As advertising becomes more targeted not all users will be valued the same, so sites that deliver high value users will be paid more accordingly. For many advertisers personalization alone is seen as the answer to delivering more effective online advertising. Personalization is important, but personalized ads without regard to the user’s context will be just slightly more effective then current advertising solutions. Personalization is also the most sensitive in terms of privacy issues and to successfully carry out. It is when these four items are combined truly valuable ads are delivered to the customer. The combination give users an ad that is served to them specifically, tied to the content they are currently viewing, in the format that is most suitable for their current context, and directed at them based on what task they are currently engaged in online.
I like it a lot actually, I had to slow down from my normal speed and read carefully but it held my interest, and as a serious advertiser/publisher I'd rather do that than read some generic blurb. One small criticism - this sentence: "Personalization is also the most sensitive in terms of privacy issues and to successfully carry out." I don't think it's grammatically correct, though it's not a big deal you might want to reword it. Oh yeah and bonus points for not using "synergy" in there, may have been tempting given the subject