Balancing Targeted Delivery of Content and Personal Freedom in the Digital On-line Video Marketing Landscape

Abstract

With the maturation of the internet, many organizations have relied on the ubiquitous reach of the internet targeting. On average, every “consumer” is exposed to over 300 advertisements throughout a given 24 h period. What is disturbing is that we remember approximately 12 of these advertisements – a paltry 4%! A viable solution is to utilize a heuristic search for consumers, and this is where audience targeting becomes central to a successful marketing campaign. Audience targeting – tracking our activities, utilizing cookie data, and other strategies for acquiring information necessary for developing individualized consumer-centric models, has clearly engendered distrust amongst many internet consumers. In addition, bots, non-human traffic, and Malvertising all pose threats to our sense of security while on the internet. Somehow, the IT industry, working in conjunction with marketing standards boards must find a way to ensure digital marketing continues, without costing undue levels of distrust from the suer community.