In the never ending quest of how to reach the widest audience, I can completely understand when an online media plan or buy might go awry. But, come on Yahoo (and Procter & Gamble), you can do better this. 
P&G and Yahoo working together to target me.
But, there is simply no excuse for this. I’ve been with Yahoo for years. They have a ton of information on me, including gender. All they had to do is target this pre-roll ad accordingly (i.e. don’t show if user = dude).
This was definitely low-hanging fruit in terms of targeting. And, it’s a bit surprising coming from P&G. I recall reading an article titled “P&G Primes Its Pinpoint Marketing” in the May 2007 edition of Advertising Age. The article stated that the goal was “cut and dried.”
“We want solid relationships with 40 million to 60 million households. Right now, we have a decent relationship with 10 million.”
- Elva Lewis, Associate Director, P&G North America Corporate Marketing
Procter & Gamble
Yahoo and P&G either know something about me that I don’t know, or there is still some work to do.
