"To most branding clients, or clients that are looking to brand, content is more important than audience," he declared.
Stern said the believe dates back to the traditional, "where am I in the magazine/what television program am I adjacent to" mentality that pervades traditional media planning.
That said, Stern believes re-targeting can be a great market extender for brand marketers, by exposing customers already interested in their brands what other offers they may be interested in.
"That is a great use of branding in behavioral targeting," he said.