Re: ONLINE-ADS>> Enhanced Targeting

Keith Pieper (kpieper_at_matchlogic.com)
Thu, 11 Jun 1998 17:05:22 -0600

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Dominic Tassone <d_tassone_at_yahoo.com> wrote:

>I attended AdWeek's "How to Buy/Sell Web Advertising" in New York...

>If so, to what extent was targeting covered/emphasized to the buyer
>audience? Many folks are curious, just how important intelligent
>targeting and campaign optimization to the online media buyers out
>there?

I was not in attendance at the AdWeek conference. However...

A better question might be "what value is targeting without proper
measurement?" Targeting is irrelevant without proper measurement and
reporting. Several companies crow about their data, profiles and targeting
technologies. However, without the complementary suite of tools to leverage
and maximize the value offered by targeting, the targeting technology in
itself offers undetermined value to the buyer.

How important is "intelligent targeting" to media buyers? They really don't
know because no one offers it...yet. Therefore, no one understands how to
use it or the true power it offers for campaign optimization.

BTW Dominic, what exactly is Neural Applications? Are you the OptiMatch
guys? Do you offer "intelligent targeting?" How do you measure that
intelligence?

Another question...what is "intelligent targeting?"

-------------------------------------------------------
Keith Pieper
Idea Architect, MatchLogic

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