Terms like “mobile first” and “responsive web design” sound dynamic and user-centric, but the reality is most mobile-first responsive websites are simply reformatting ubiquitous content to suit different devices. Goal of web (or app) advertising: right message, right person, right place, right time. Goal of website (or app) content: whoever, wherever, whatever, whenever… eh… same content. Is that unfair? A gross generalization? OK, a lot of web advertising is still woefully untargeted or inaccurately targeted, but sometimes it can be freakily accurate. Ad targeting relies on the processing of real-time information from a variety of data sources – let’s call these “signals” or “cues” – about the mobile user and their behavior, in order to determine: Who they are. Where they are. What they are doing. What they like. What they want. What makes this more stunning, is the amazing speeds at which adtech … [Read more...] about When will responsive websites respond to user context?