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.