Advertising doesn’t have to be bad

Big data doesn’t have to be the answer to monetizing the internet.

Advertising doesn’t *have* to be bad.

But we’re lazy.

It’s easier to buy “personalized” eyeball access than it is to research and get in front of best-fit audiences.

You don’t have to disregard privacy... https://t.co/IM4I1nL1qj

— Morgan VanDerLeest (@morganandrewv) July 18, 2020

How has no big tech company solved this?

Advertising is about getting an offering in front of the right audience.

Instead of trying to figure out what *I* want to buy (not likely to solve no matter how much AI/ML is used), get better at matching content and context to ads.

— Morgan VanDerLeest (@morganandrewv) July 18, 2020

I don’t want to see premium dog food while I’m catching up with family on Facebook because I looked up puppy pictures.

I don’t want to see workout equipment everywhere because I checked the price of a treadmill.

— Morgan VanDerLeest (@morganandrewv) July 18, 2020

I *do* want to exchange my email to sign up for a high quality newsletter.

I *do* want to pre-order an upcoming book on a topic I want to learn about.

I *do* want to buy a course I can apply to the work I’m doing.

— Morgan VanDerLeest (@morganandrewv) July 18, 2020

Advertising is just one way someone is experiencing your company.

Do your absolute best to make sure that experience is phenomenal and you will win.

Take back advertising from those who have made it crappy!

— Morgan VanDerLeest (@morganandrewv) July 18, 2020