Research from Forrester and data management platform Krux shows that 1:1 media buying, a technique in which marketers use deep intelligence about consumers in real time, also based on past behaviors,
to serve more relevant advertising, is rapidly becoming the norm. Forty-one percent of marketing decision-makers in North America said they were running one or more of these types of programs, and 32%
said they were testing or planning to implement a 1:1 media buying program. The eMarketer article on the report said that 15% had no plans for implementing a program and 11% said they had not
discussed the matter.
Read the whole story at eMarketer »
