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by guareber
2385 days ago
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I think this is only on fake-scenario. In a real DMP, the user would be "loves cola","loves coca cola","loves fizzy drinks","drinks sugared drinks", and about 30 other related segments, and one of those would definitely sneak by. Humans create audience segments, and it's in the interest of dataset producers to have each user be a part of the maximum number of members they can be to maximize monetisation. |
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Eventually there will be machine learning models involved (maybe there are already? I don't know ads.) Those models might move closer to "perfect targeting" where advertisers could compete less over certain users.
And no matter the incentives of the data providers, "increase customer value" is probably always a Nash equilibrium. If better targeting leads to less revenue, eventually you'll probably do it anyway.