diberry - 5:54 am on Oct 13, 2013 (gmt 0)
Isn't tracking more analagous to the shop somehow tracking what you do after leaving the store, going home, having some dinner, maybe enjoying some private time, going to bed, getting up for work the next morning... ?
Keyword targeted advertising did not generate the sort of "creepy" complaints behavioral targeting does. Supposedly it didn't generate as good an ROI either, but if that's true, why have CPM rates fallen?
It's not as if we have nothing to fall back on if behavioral tracking falls apart. One of the big truisms about advertising is that it's worth what you can talk a buyer into paying, period. The TV ratings agencies, for example, produce numbers which are frequently not that better than ones we might make up - and may be more misleading. But it doesn't matter because no one has EVER really gotten into the heads of the consumers - advertisers just want to BELIEVE they have. So if behavioral tracking goes away, it won't matter. There will be other ways to convince ad buyers that the Emperor's new robe is absolutely smashing, and they'll keep forking out the money and no one will ever really fully understand what works.