The Current State of Demographic Advertising
Are you sick of all of the irrelevant advertising you get on various websites like Facebook, YouTube, Hulu and blogs? On Hulu I’ve set my gender to Male and birthdate to 1973 in order to get advertising that I actually like. This is because I like ads for technology and ads with funny jokes in them. I’ve begun to do this on many other websites so I can get ads that aren’t as obnoxious. The issue is that my interests don’t match what I am on paper. I’d like to be able to define them myself, and I’m sure many would agree.
DML – Demographic Markup Language
There needs to be a markup language so that you can define your own demographic. No more irrelevant online ads. Did these one-size-fits-all-thinking people get an online marketing degree? Brian Ledger, brought this concept up today. It made me happy to know that other people are experiencing this annoyance.
If you change your demographic, your entire user experience could change for the better. Content would be more relevant and interesting, and the content you received would not be based on very small data points such as age or sex. Those two data points often skew people into groups that don’t mean anything at all.
What there needs to be is standard for defining demographics. There needs to be a demographic markup language and then a query language on top of it. For the user, this would be an extra set of metadata one could attach to their profile that would inform ad engines of the type of ads you’d like to see.
Brian pointed out another concept that might be interesting. “What if you log into your own demographic and say “this isn’t me” or change it? One one could keep their own demographic file and preview the type of ads you might receive because of it, tweaking it until it was relevant”.
I’ll be writing more on this later and hopefully working with Brian Ledger on how this might look. What do you think? Would you use something like this if it meant you could curate your ad experience to something more relevant? What we need is a textbook that defines a certain vocabulary to use and map that into a subset of XML.
It might make sense to have DML be a part of Microformats.org as a sort of demoformats. Reasons for this is because microformats are already known and used, and demoformats would simply be another extension or option set within microformats. Another curious thing to look at is schema.org