The key points to initiate fully addressable advertising are:
1. Smartphone ubiquity.
2. Millennials being open to being behaviourally and LBS targeted.
3. Someone actually trying an web-based, mobile-linked experiment with it.
What If Gen Y Wants to Be Behaviorally Targeted?Let's see who jumps on this TRILLION DOLLAR revenue stream first!
3 Minute Ad Age: March 5, 2009
Produced by Hoag Levins
Are Gen Y-ers really different from the rest of us when it comes to online privacy?
NEW YORK (AdAge.com) -- Talk of restricting behavioral-targeting practices is heavy in the air these days. But what if Generation Y -- the first demographic to grow up totally immersed in the digital life -- actually wants to be behaviorally targeted by marketers? Speaking at the recent OMMA Behavioral conference, Forrester Research's Emily Riley made a strong case for this idea. She even suggests the creation of a web portal that would enable Gen Y-ers to post their wants in an organized manner -- so appropriate marketers could more quickly and efficiently respond to them."
For a more detailed post re: the holy grail: The Ad Industry's Holy Grail, Part 1