From the begining, search has been a personally targeted medium. Each searcher typing in a query has a unique Intent, and a unique Web page and online experience that will satisfy their needs best. Both the search engines and search marketers understand this; that's why search's last 10 years has been the story of engines, and search marketers, trying to improve their understanding of who's searching, and of how to reach out to that exact person in the most effective way. Search's personalization methods range from delivering the listings that are most relevant for a precise keyword, to serving up geographically targeted search landing pages.
And search's targeting works wonders, because consumers respond to you based on how relevant they feel you are to them. The more targeted your outreach is, the more personally relevant you can present yourself as being--and the more your customers will respond.
But in contrast with search ads, display ads are rarely personally targeted. They're certainly not personalized in print; and they're rarely well-targeted in digital display ads, either. Instead, digital ads are delivered to wide segments of online viewers in the hopes that someone, somewhere, will respond.... is the current market trend in the Industry quoted by an article from Mediapost.
