Global Audience-Based Buying Conference and Consultancy (GABBCON) Audience-Based Buying Conference, was held recently in New York City. The 2018 conference offered attendees a wealth of information on how marketers and advertisers can adapt to the new environment of diverse datasets, dynamic real-time ad insertion, and the automation of local television.
Here is what’s looming on the horizon.
Identifying Diverse Audiences
In this age of ever-expanding consumer datasets, what is the best
method to determine the most impactful consumer for a brand or network?
Jason Wertheimer, vice president of media technology at Horizon Media,
noted optimistically that our ability to pinpoint audiences is
significantly better than it was years ago.
But Wertheimer says it’s hard to keep up: “Data is flying so fast. We
need to make sense of it. Technology is advancing faster than we can
keep up.” For some, data is not a panacea. According to Beth Mach, chief
digital officer at Initiative, “consumers are finicky and change a lot.
There is only so much we can attach to data.”
Read the full article on the Videa blog.