Commentary
Don't Blame Targeting
- by Ted McConnell , Featured Contributor, August 1, 2019
There is an industry conversation about targeting that’s juicy but laden with double-talk. That conversation starts with digital companies offering amazing targeting capabilities. They have remarketing, lifestyles, character traits, interests, intentions, psychographic, demographic, or … whatever you want.
If they don’t have it, they can make it. For many situations, …
Nicely said, Ted! The quality and accuracy of consumer target segments is a Pandora's box of issues that needs opening but marketers, media agencies and media companies (and let's not forget the data providers) might be too perplexed and frightened at what they would find. Amazing that not more industry focus in concentrated here. But I'm feeling that will change pretty soon, but will need the backing of advertisers. Gerard