P2P advertising platforms enable advertisers to efficiently track through-clicks and historical data.
Based in California, with an R&D office in Russia, the company has developed technology to enable advertisers to offer a new kind of interactive ad unit that turns the humble banner ad into something that is actually playable.
Jung von Matt/Limmat AG's live billboard to capture the attention of busy Zurich commuters for Graubünden tourism is fun and clever but using interactivity and connectivity to engage consumers has to develop further, to capture data and enable advertisers to hone messages and methodologies.
Social networks like Facebook and Twitter track people's movements around the web and enable advertisers to reach users with tailored advertisements.
At Axis, which develops facial recognition technology, business development manager Andy Martin points out facial recognition is already being used to enable advertisers to count how many people have viewed their outdoor advertising.
Despite the fashionable notion that "affinity groups", people who share similar tastes but not nationalities, would enable advertisers to cut across national boundaries, television advertising remains highly parochial.
Marshaling data on users to enable advertisers to customize ads better has become a major battleground for Facebook and its competitors as they vie for market share.
(She hastened to point out that the compression was intended to enable advertisers to say more in the same period of time, not to let broadcasters shortchange the advertisers).
Mr. Armstrong said the system Google envisions would enable advertisers to aim at consumers so specifically and in so many complicated forms that media buyers would be needed to navigate the process for advertisers.
Increasingly, Mr. Goodman said, CBS wants to use automated systems that will enable advertisers to play spots only for certain listeners and adjacent to certain content.
