Since advertising, hit the Internet and impregnated technology increasingly has sought to make it more personal and different audiences distinguishing segmented so that it can adapt to the needs of groups of users with similar interests to please more and to conform more to them and their surfing habits, etc. so that at least in theory, the more useful it is for this, and fits your needswill be less spam advertising message, and more an optimal response to an existing need.
The counterpart to this idealized view of advertising is the price to pay for this customization, or ad-hoc advertising, in which each individual and their context, relationships and other information that belongs or relates to this, always be welcome one more parameter to evaluate and make the dress tailored of his person, and thus increase the conversion rate, to pass visitor to customer.
In that race as I say, there is a concept that seems to have no place, it comes as battered privacy, that with each technological advance that improves the effectiveness of advertising, while a little further reduces private field to be exposed to commercial interests but have ways of avoiding and theoretically it anonymously, but only theoretically.
When advertising, distinguishing we started by theme, segmenting into different categories: travel, leisure, sports, etc, then by locations, language or geographical location: national, or cities, also socio-demographic, gender, age , level of education or economic status sentimental. Then Google with contextual targeting, was able to automatically understand the context of an ad placed on a website and display real-time contextual advertising to it.
She later appeared on behavioral targeting and therefore the ability based on the browsing habits of the individual, offer something that interested him most. Facebook then leaving us to say we like it, knows our preferences better than anyone, and today, the retargeting or remarketing, it is, prosecute the user that has come to the website or store, to show ads empersa same, and remember its existence to bring it back and finally end up buying, is most used. But the race does not end there.
The next advertising will advance in the direction of seeking more juicy information to absorb, and use to offer the best ad, and therefore, will be based on data as sensitive as health status, physical condition and mood, thanks to wearables.
These gadgets are increasingly more powerful and are becoming increasingly fashionable, and will soon be almost essential. From Glass, Google smart glasses, to iWatch, the smartwatch from Apple, to name the closest and perhaps best known, but they are just the beginning of a much broader fashion is about to extend voluntary monitoring: the Quantified Self, which will soon become another source of personal information, with which many private data store for use in advertising.
With the interesting detail that this time you get our intimate information, outside of Internet, on our real life, to offer advertising, which combined with the accurate information they already have, that is bought and sold using the credit cards, and what we buy with them, like Foursquare checkins, GPS services, and a myriad of data each day going to and that everything serves the same ultimate goal, sell more and more efficiently.