Interactive production - Limitations of current banner ad technology

One of the biggest pitfalls of traditional ‘smart’ banner ads is their reliance on past behavior or, when encountering new visitors, interacting with them based on the profile of a previous seemingly similar-fit consumer.

That’s how brands end up ‘following’ their target audience with ads for products they’ve already purchased, have decided not to pursue or simply aren’t a good fit for.

In other words, that’s how you end up with irrelevant ads that push consumers to adopt ad blockers or a less-than-favorable perception of the brands delivering the ads.

And in today’s display advertising landscape, where consumers expect a personalized, on-demand browsing experience, banner ads based on their past behavior are irrelevant at best and disruptive at worst.