Say goodbye to phrases like 'on the Internet, no one knows you're a dog.' In an information age where many people have realized Google is a treasure trove for beauty tips, ad platforms have now caught up with users, including one company in particular called GumGum. If you're a dark-haired young woman and have been seeing a lot of ads for Ombre hair color products around the internet lately, that's GumGum at work, pulling information not from Facebook photos or anything invasive but from voluntary text clues like status updates and internet searches. The inventively targeted ads are appearing across more than 1,000 news and entertainment websites, including Tribune Co. news websites, the New York Times, and TMZ.
The ads are just another step forward in the overall shift to hyper-targeted ads, which use your browsing and purchasing history to continue to push products from shopping websites on you long after you've left the sites. GumGum's approach is unusual in that the information it scours, such as location, gender, income level, and number of visits to websites tracked by GumGum, aren't directly related to purchasing products. This approach is good for business in that it grabs people who aren't necessarily shopaholics. With users more likely to click on ads that specifically refer to their past activity, ad platforms can hope to charge more for their services and therefore better monetize digital advertising and the websites that rely on it, such as news websites.
And though it might leave some people feeling like their privacy has been invaded, at least it isn't anything like the software the NSA uses to surreptitously spy on suspects through their webcams. The information used by GumGum is semantic and voluntarily provided by you - whether you're fully aware of it or not.
It's interesting to note that the Ombre product itself was also produced through some unorthodox digital research. When the brand research and innovation team at L'Oreal noticed a lot of celebrities using highlights that started at the jawline. A Google research and social listening project mostly focused on YouTube then helped the company refine the product, Malena Higuera, senior VP-marketing for L'Oreal Paris, told AdAge. The clearly demarcated ads are also set to appear on images that show ombre hairstyles themselves. This is a new age of advertising indeed - one that marries information with customers' desires.
GumGum
[h/t] AdAge, BusinessWeek, Wired
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