Audience Targeter: Show Me The Way To Go Home

As senior vice president and general manager of digital solutions or IXI Services at Equifax, Jeff Sporn knows a lot about targeting consumers with some precise data, but he’s not so impressed with the precision used by others. Citing a recent personal example in which he was targeted with an ad for Taco Bell after he and his wife refinanced their home mortgage, Sporn said the problem was that it was generated by a machine that didn’t know how to filter his data signals properly.

“I’m thinking about creating a drinking game identifying everything that was algorithmically derived and taking a shot [of booze], but then I’d never be able to drive home again,” he said.
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