Advertisers used to pursue media outlets that had audiences that might be interested in what they had to offer. A bland, ubiquitous ad would then serve to generate some interest in what the advertiser was selling. Ads were loud, stupid, puerile, condescending, and expensive. Media was in control.
Advertisers will soon connect directly with consumers. They'll create thousands of dynamic ads, each reflecting the consumers' preferences, and target consumers with one-on-one precision by listening to what the consumer is doing: what they search for & how often; how they seek information; how they describe product benefits to their peers. Consumers can choose to see/hear or not see/hear these ads. The consumer is in control.
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