YOU SEARCHED ONLINE FOR HIKING BOOTS AND bought them, but those footwear ads remain. That's because automatic ad distributors make their pennies by selling the biggest semirelevant audience, regardless of whether those in it made the purchase. So says Mordy Greenspan, head of programmatic demand at BounceX, a behavioral-marketing software company. There's hope, he says. Heavyweights like Google charge advertisers based on how many clicks an ad gets, so they'd rather match the perfect ad with the perfect person. Because they move the markets, Greenspan expects more-attuned ads-like one for socks to go with your new boots-soon.
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