Even when, in 2009, this column observed that innovation of the like going on at Soho-based behavioural targeting company Struq was “essential to the online ad industry”, it was scarcely conceivable that less than two years later the start-up would be recording 978 per cent year-on-year growth and is valued in the market at £30 million. But that is precisely what has happened since then. Just as impressively, Struq has artfully dodged any accusations of “snooping” on users, which had been a concern in the wake of the widely reported Phorm disaster.
So what does the company’s technology do, exactly? “Our focus is on delivering more efficient, intelligent and personalised ads on the internet,” says CEO Sam Barnett. ”¨”¨“The technology is based on complex algorithms that learn human behaviour by modelling and adjusting to patterns and trends, in real time.”¨”¨ We can target our ads based on user intent using complex data like time of day, frequency of viewing and basket size to make specific and personal ads that achieve far greater results than standard display advertising. Plus, we only target people that we know have an interest and are most likely to buy.””¨”¨
If I were to pick a single vast, patent evil, I would choose modern advertising. Why do we endure it? It’s business is discovering every weakness we have so that it can be exploited. As I recall, this is Satan’s particular skill. And I tell you they both look a hell of a lot alike, and I say that correctly. Larry