Hulu, the U.S. online video service announced a stream of changes to its offering a few days back. Our favorite was the ‘Ad Tailor’. As Hulu puts it, “The goal of Ad Tailor is to increase the relevance of ads for our viewers.” It’s very simple. When a viewer watches a program on Hulu, during the ad break, the user is asked how relevant the ad was to them. This helps Hulu overtime to display more relevant ads to that viewer.
The advertising industry is so often caught up in clever technology that involves complex behavioral or contextual algorithms that they forget that ‘users’ are actually ‘humans’. What better way to find out what is relevant than to ask?Read more »