Rafat Ali points to an article by Dave Morgan at ClickZ.
Ali’s comment:
bq. Dave Morgan has some good advice on targeting ads: “It’s not enough
to say, ‘Ads are the cost of doing business,’ if consumers want free
content…Ad targeting can’t just be about making money unless it’s
first about delivering consumer value.”
bq. “Publishers, advertisers, and agencies must shift their approach
to targeting. We need less “targeting” and more “filtering.” Less about
what someone wants to push to segmented groups, more about what those groups likely want to pull (or, conversely, want to block).”
bq. Sounds a bit like RSS ad models and other such models being discussed in the blogosphere over the last few months…
Morgan has been involved in the online ad business for some time and he’s on target with his “filtering” idea.