Is data-driven targeting causing marketers to limit their reach, to a point where they’re no longer hitting their KPIs? Lisa Menaldo, managing director U.K. for Sublime Skinz, tells ExchangeWire
that brands need to start broadening their data horizons on the quest to finding new audiences. She says: "Last year, Instagram was so enthused by the success of targeted ads on its site —
such as a 28-point increase in ad recall for Turkish Airlines — it launched a new global range of targeting options.... [But] by relying too heavily on an approach that provides extreme
precision, brands are inevitably narrowing their own options and missing out on key potential audiences."
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