While target marketing is transforming the media industry into an addressable, multi-platform ecosystem, the methods for ascertaining contract delivery remain mired in metrics of age and gender. There are solutions, including segmentations and programmatic target marketing, that have the potential to become new standards.
Programmatic solutions, combined with addressability and dynamic ad
insertion, have the capability to match consumers to purchasing intent
in the right place at the right time. According to Lisa Gevelber, VP Marketing for Google,
intent beats identity and immediacy trumps loyalty. The programmatic
ecosystem, with its refined audience segments and time sensitive
delivery, enables advertisers to track and understand their audience on a
much deeper level, improving their ability to tap into purchase
decision-making at the pivotal moment.
Read the full article at Videa.