A banner ad is a banner ad is a banner ad. Sure, you could collect data and increase your odds of effectiveness with data, but the real game changer is when you can lower the cost while maintaining quality. That is the real pursuit marketers should be on. The lower the cost, the more people who go to your website and learn who you are. And the more relationships you can build with customers. Serve banner ads that build top of the mind awareness with people who know you. Boost brand perception. And when they’re in need of your product and service again, they might come back to you. This process is the real value of banner ads. The idea of using big data to serve the perfect ad at a higher cost, with an expectation of short term conversions is unrealistic. Lower the cost, increase the value.