Hasta La Creative!

There is no time in my life I am less likely to buy some white pants, a toaster or a ight to Los Angeles than after I’ve just bought these items, yet that’s precisely the time I see ads for these products or services.

These ghostly images stalk our internet journeys like shadows. While ineffective, these ads come to us by some of the most advanced technology there is. By some measures, they are the most appropriate ads to serve us; they can be the most noticeable, but they are also the most pointless. It’s like an inaccurate watch — knowing the engineering inside is impeccable doesn’t help if it can’t reliably tell the time.

Retargeting is based on the past. The clumsiness of retargeting is well-documented and we’re assured that teams of scientists are working away to improve the algorithms — these are the new media buyers, planners and creatives of the performance marketing age.

Continue reading at AdAge.com