Vox offers up their mea culpa on ad-targeting. Candid and useful.
"Schmidt continued: "Our business is highly measurable. We know that if you spend X dollars on ads, you’ll get Y dollars in revenues." At Google, Schmidt maintained, you pay only for what works.
Karmazin was horrified. He was an old fashioned advertising man, and where he came from, a Super Bowl ad cost three million dollars. Why? Because that’s how much it cost. What does it yield? Who knows.
"I’m selling $25bn of advertising a year," Karmazin said. "Why would I want anyone to know what works and what doesn’t?"
Leaning on the table, hands folded, he gazed at his hosts and told them: "You’re fucking with the magic."