From the editor: Algorithms are sexy

Colin Grimshaw

In his monthly editorial, Colin Grimshaw introduces the lead theme of the March 2011 issue - personalised targeting.

From the editor: Algorithms are sexy

Colin Grimshaw

Personalised targeting through digital media is the most controversial form of marketing communication. It's not just that you cannot avoid it, as you can, for instance, with TV and print. Its very nature can feel intrusive – an invasion of your personal space. Where TV sets and newspapers arc impersonal possessions, laptops and mobile phones are highly personal (and treasured) gadgets.

Behavioural targeting, with its ‘Big Brother watching over you’ connotations, has courted the most controversy, even humbling that darling of the media world Facebook into a contrite backdown and closure of...

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