A Fox news story about the Newtown tragedy came with an ad for a bloody t-shirt while Facebook showed an ad for a shooting game. In the past, editors could have screened these ads — this is less possible online where fewer humans are involved in the ad-buying process.
Web publishers can buy tools that let them identify and segment their readers, and then combine that information with other customer data to offer fine-grained audience options to advertisers. As the ad market gets more demanding, the tools may become essential for some – but not all.
To address the fragmentation exploding across the digital advertising market, Luma Partners founder and CEO Terence Kawaja floated the possibility of an operating system for digital ad companies to use as a common building block for their products, just how mobile apps use iOS and Android.