Accenture, the management consulting, technology services and outsourcing company that pays Tiger Woods to be its spokesman is now entering a relationship with Adchemy, a Silicon Valley digital marketing company.
According to New York Times:
Adchemy is one of several ambitious young companies trying to employ cutting-edge computing techniques — including machine learning, statistical inference and advanced data mining — to Web advertising.
The ideal, according to Accenture’s managing director for digital marketing optimization, is to use Adchemy’s technology and other tools to not only figure out the sort of person who is visiting a site, but to then deliver to the visitor a Web experience that is appealing and increases the chances of converting that person into a buyer.
“The commercial Web has been a brochure-ware experience up to now,” Mr. Symons said. “What you want is digital assets that can be assembled on the fly, depending on who is viewing a site.”
The “digital assets” would be assembled into bigger and better ads, as far as I can tell. This needs to happen, there’s little doubt that an online advertiser’s current display options are lacking. However, I’m not convinced that a more relevant display ad is the saving grace for online advertising.
We’re going to come back to this and back again. Companies that want to play in this space need more than ads. They need a content strategy.