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Overlooking The Obvious: It's All About Intent

There's a great BusinessInsider article about how Facebook has recently begun focusing heavily on retargeted ads.  The crux of the story is this:  The holy grail in advertising is knowing a user's "intent," because if you know what they intend to do, you can influence their behavior through advertising.  Facebook has been working for years to discern "intent" via a complex formula that creates a social graph for each user, with big data mining algorithms that seek to divine what a user will be interested in based on that graph, so ads can be targeted in real-time to those users.  

And instead, what's proving best at monetizing off "intent" is good, old-fashioned ad retargeting, which Facebook has recently started doing.

What struck me is that for the first time in years, a Facebook ad recently caught my eye.  And it was a retargeted ad.  

Larry is now Lana: I'm $50 poorer but infinitely richer

Larry Wachowski is now Lana Wachowski.   She -- previously "he" -- is one of the directors of The Matrix trilogy and Cloud Atlas.

I've always been pro equal rights for everyone, but this video by Lana got me to take a step further, and donate $50 to the Human Rights Campaign.  It's a very moving speech about how Lana never felt like she quite fit in growing up, and why she's now speaking publicly about it.

Thanks, Lana, for spurring me to take action in a cause I believe in.

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