Sure, it is in the author’s employer best interest for the industry to switch to contextual advertising. But it is also in the best interest of the end user. So why is that a bad thing?
I also don’t believe that behavioural advertising is better by definition. Even the article mentions some research to prove the contrary. I’ve seen it from first-hand experience as well. Which, of course, is anecdotal. But what is not is the fact that the world’s largest and most profitable advertising product, Google Search, is completely reliant on contextual rather than behavioural targeting.
The fact that publishers so far have not been able to do something about FB’s and Google’s duopoly doesn’t necessarily mean they will never be able to. Or at least I certainly hope that it doesn’t.
I also don’t believe that behavioural advertising is better by definition. Even the article mentions some research to prove the contrary. I’ve seen it from first-hand experience as well. Which, of course, is anecdotal. But what is not is the fact that the world’s largest and most profitable advertising product, Google Search, is completely reliant on contextual rather than behavioural targeting.
The fact that publishers so far have not been able to do something about FB’s and Google’s duopoly doesn’t necessarily mean they will never be able to. Or at least I certainly hope that it doesn’t.