Which Came First, The Content Or The Audience

For all the talk surrounding behavioral targeting, and even re-targeting, Signal To Noise's Allen Stern believes content still is king.

"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.

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