MIAMI — Take two bottles in to the shower? In advertising these days, strategies appear to have bifurcated along just two such lines.

In one, clients continue buying inventory around content deemed to match their target demographic. In the other, they buy super-targeted specific customers, regardless of where they are reading or viewing.

But strategies don’t have to be mutually exclusive, according to an Adobe exec helping marketers plan their executions.

“So much today we hear a lot about … it’s all about audience,” says Arthur Mimnaugh, Sr. Business Development Manager, Adobe Primetime, in this video interview with Beet.TV.

“But what we’d really like to do is work with our supply-side and publisher customers to really understand not just their audience, but where the intersection of their audience is with their content.

“People look at it as an ‘either-or’ and what we really look it as … you’re looking at the Venn diagram of kind of understanding where that intersection looks like and where that overlap is. And where that overlap is represents a massive opportunity to effectively monetize.”

In other words, advertisers shouldn’t have to pick between the old and new style of buying. In the modern ecosystem, they can do both in a way that supercharges the sum total of both.

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

This interview was conducted by Matt Prohaska, CEO of Prohaska Consulting.