The denouement of the TV series Mad Men, set against the 1970s world of advertising, hinged on one of the greatest ad campaigns of all time: Coca-Cola’s “I’d Like to Buy the World a Coke.” That’s when advertising was great.
“The ability for the systems to talk to each other, the ability to understand that the iPhone I’m speaking to you on now is connected to my computer and how, as an advertiser, you can make that linkage without necessarily having personally identifiable information to work with—these are all challenges to reaching a particular consumer with the right message at the right time,” says Claire Alexander, Oracle’s senior director of product marketing.