One of the things that fascinates me about this online advertising industry is innovation every other day. I get the opportunity to meet with a lot of media technology companies ranging from ad verification to video ad-networks to research vendors to ad serving companies.
Most recently the technology that amazed me was the ability to optimize media or generate look-a-like models based on attitudinal scores. Not only will you know the impact of the media, but you would also be able to reach similar audience which is interested in your brand and will show increase in attitudinal scores. If you can scale this, then, there is a lot that one can do from creative message sequencing to driving users to different landing pages based on their responses to …..
Some of the vendors that are able to do this are Vizu and Dimestore working with various ad networks like InterClick. I feel this is a next step in finding similar audience based on survey responses vs. the traditional way that Quantcast has been selling for the last few years.