Boris Veldhuijzen van ZantenFounder & board member, TNW
Boris is a serial entrepreneur who founded not only TNW, but also V3 Redirect Services (sold), HubHop Wireless Internet Provider (sold), and Boris is a serial entrepreneur who founded not only TNW, but also V3 Redirect Services (sold), HubHop Wireless Internet Provider (sold), and pr.co. Boris is very active on Twitter as @Boris and Instagram: @Boris.
Mirror, mirror, on the wall,
what is the most interesting ad of them all?
You, Google ads, are fair; it is true.
But the ad that REALLY knows what you want is still
A thousand times fairer than you.
I wouldn’t mind spam so much if it sold me something I actually wanted. I have no use for mortgages in Canada, Viagra or cheap loans. But imagine I would consider buying a new car and right there and then an email would come in saving me 10%. Now that is the kind of spam I’d love to get!
I might start appreciating those Viagra ads one day too but that is a whole different story.
Struq is a targeted Advertising company from the United Kingdom that launched last week. They want to serve you ads that are different based on your behavior on the website where they are shown. They call that a ‘real-time behavioral retargeting platform’. After more than a year of testing they have now launched in the UK and are thinking about a launch date for the US. their first customers in the UK are Genie Ventures and Virgin games. They are currently serving 90 million impressions a month so you could say they are off to a good start.
This is how it works basically; you browse a site and check some products. Struq tracks what you are doing and changes the content of the ads on the fly. it doesn’t show different ads but actually changes the ads that are shown on the site. So, if you are reading some articles about new movies an ad for Amazon could show you more information about DVDs on sale. If you then start searching for books the same Amazon ad could start showing some book deals.
The interesting thing is that they don’t just track the site where the ads are shown but all your activity over a network of 250 sites. So there is a good chance you might get offered a great deal on a new car on a blog because you visited a car comparison site earlier.
For a demonstration on how this will work check out the online demo.
Get the TNW newsletter
Get the most important tech news in your inbox each week.