So I read today about Claria reinventing and repackaging their services into a product and service called PersonalWeb. The article, from Online Spin's Mark Naples goes onto detail:
"Users that begin with a straightforward page that delivers news headlines would add new areas of content fed to them dynamically and updated on the fly based on their browsing habits. These smart algorithms would, in turn, inform an ad-serving management system that would leverage the same kind of predefined taxonomy to discern which ads or promotions made the most sense to send these users and at which time. Think contextual and behavioral ad serving rolled into one--with no personally identifiable information ever collected, no pop-ups, and no system-slowing software downloaded--very similar to, but significantly different from, Claria's former model."
So even though this model seems to be an improvement on the adware model, does it fundamentally make sense to create a model based on following people around and tracking their behavior? Am I missing something here or does the individual really want ads and content served to him/her based on web surfing behavior?
I have to believe that individuals know what they want and unless they are in an inquisitive state (i.e. doing a search), they dont want anything "related" to what they really desire.
Look at the latest publication by the people at Trendwatching.com:
http://www.trendwatching.com/briefing/
The entire second section of the issue is dedicated to mobile technologies that are enabling people to connect directly with the exact things that they want...via their mobile phones.
Let's focus our efforts (and our investment dollars) on technologies and businesses that connect, that are "individual-centric", and cater to the wants and needs of the individual. I am no longer a demographic or a target audience or even a psychographic. I am an individual and I know what I want, and companies and technologies that cater to those needs will both deliver our future and thrive at the same time.
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