Brier laments that the planning process is so heavily math-oriented that it doesn't matter whether an ad runs across a gossip, sports or gadget site, as long as it fits the IAB guidelines. "Without thinking about where the display is sitting, the creative is left focusing on a totally-out-of-context consumer." This, he says, "pretty much gives up the biggest advantage the web has over other media: the ability to target smaller groups affordably with discrete messages. As soon as we go with a single message across all these sites we're left with a glorified TV ad."
Brier argues that specfic ads should be created for big publishers. "If you know you're designing something for ESPN.com, for instance, you would create a very different thing than if it were for Newsweek." Then, by knowing what site your creative is running on, "we can start to design things that look like they belong a little more." more