Enforcing Advertiser Relevance
We’ve known for a while one of the keys to advertising effectiveness and acceptance is relevance. Users actually don’t mind ads as long as they help them with the task they are doing.
But how do you enforce relevance? Aren’t you at the mercy of what advertisers place (and what ad placement agencies sell)?
Not necessarily! Google recognised that serving up ads with low relevance actually undermines the value of their core offering, so they’re now charging advertisers more for less relevant ads. How cool is that. Nothing like using money to enforce behaviour.
