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In my introductory ad classes, students review two ad articles each quarter. And from the very first class I taught in January of 2001, an overwhelming number of reviews have extolled the glory of highly targeted advertising on the web.
These articles described a virtual eden – where advertising’s power is increased because ad dollars are spent only on communication with those who care. Just imagine, they say, targeting by interest, by their browsing history, by online purchase history, by selection of keywords in the past 10 years, and perhaps even by the genetic make-up of the consumer’s children
Ten years later, how is Eden?
The answer is decidedly “mixed”. First, response rates to web advertising are horrible
. I was reading