Does Internet Advertising Need Demographic Profiles?
Lookery, an on-line advertising targeting service that assembles anonymous demographic profiles of internet users is shutting down. Lookery is the latest in a long list of companies that have attempted to offer advertisers and ad agencies a way to target internet advertising along the familiar demographic lines used for radio, print and TV. Lookery CEO Scott Rafer, suggests that one of the contributing factors, was building ahead of the market: Coulda-Shoulda #3. Once we sold the ad network, I fell into a bad old habit — persuading my team to build something before the market was ready for it. Oren usually saves me from myself in this regard, but I didn’t pull him away fromMashery for the day or two necessary to diagnose the problem. Mashery is doing so well that I clearly could have. Lookery’s Profile SaaS/universal cookie mechanism is far more economic and effective than cookie exchange systems in a world where ad media and targeting data are separate commodities. That world is a yea
