Will it Be a Cold Day in Hell when Ads become Relevant?

I was reading Dave Morgan’s Online Spin article and I couldn’t help but shake my head. Dave brings up some great points, and asks the question, why are there so many online ads that are completely irrelevant to the Internet user? From a technical standpoint, I think Dave hits the mark.  Here is my take:

• Online advertisers are still more concerned with getting "their" message out and not as concerned, or simply unaware, of the informational wants and needs of the target buyer.
• Online technology has opened up so much opportunity to create great branded content, yet most media companies and marketers use the exact same format for advertising that we see in traditional, non-technological, print magazines. The days of tile ads and banner ads are going the way of the Dodo.
• Dave mentions the lack of creative as a key issue to today’s online ads. I would say that creative is an issue, but a minor one compared to the real issues…lack of understanding of the buyer and lack of execution once the buyer’s needs are uncovered. Good creative, though hard to find, is much easier to get a hold of than good execution.