audience targeting

Television has evolved beyond its traditional broad reach positioning to deliver the precision targeting capabilities once exclusive to digital channels, fundamentally changing how healthcare brands approach video advertising strategies. “Television is delivering the kind of precision targeting that we once thought only possible in digital,” Ashley Luongo, CRO of TV ad platform OpenAP, told Beet.TV […]

RANCHO PALOS VERDES, CA — Contextual targeting has evolved from supplementary tactic to primary solution over the past year, enabling advertisers to move beyond inconsistent audience-based signals toward more robust and reliable connections with consumers. “A year ago at CES, we started talking about the idea of leveraging these signals in more interesting and meaningful […]

While marketers looking to achieve both branding and performance goals have been flocking to Free Ad-Supported Streaming Television (aka “FAST”) channels the last several years. The problem is that FAST lacks adequate measurement and targeting infrastructure. And that’s creating gaps that walled gardens currently cannot fill for content distributors. “[FAST] is underserved right now from […]

LAS VEGAS — The “too-late target” is a perennial problem of the programmatic age. And it’s particularly cringeworthy when an ad tech professional experiences a targeted ad after they have already purchased the item they’re subsequently seeing on their digital screen.  “If I go into an electronic store to buy a new laptop or a […]

Television advertising for pharmaceutical brands has evolved beyond general demographic targeting to enable condition-specific audience layering that eliminates wasted impressions while maintaining the mass reach needed for awareness campaigns. “Where we used to do a broad kind of demo targeting, now we can bring in these condition-based audiences that allow us to become more precise,” […]

Retail data has evolved from custom audience building within a handful of networks to becoming a critical component that enhances first-party data sets, creating more dimensional customer understanding when integrated through clean room environments. “When you’re looking at Acxiom data plus retail data, it just makes a more three dimensional picture more so than if […]

CANNES – At a time when identity-based targeting faces mounting challenges, Ogury is betting on a fundamentally different approach: targeting personas rather than people. “Our methodology is based on effectively finding audiences that have the right mindset, the right characteristics, without effectively encroaching on their privacy,” Thomas Bernal, SVP of Go-to-Market at Ogury, told Beet.TV […]

SAN JUAN, PR — The traditional divide between national and local marketing strategies is outdated and ineffective in today’s complex media landscape, according to Diana Bernstein, Managing Partner, Partnerships at Havas Media Network. “What we’ve been doing at Havas is rethinking local marketing within community marketing,” Bernstein told Beet.TV’s David Kaplan at the Beet Retreat […]

YuMe is gearing up to introduce an audience-targeting tool in the second half of the year to help brands reach specific segments of viewers across screens, says Ed Haslam, senior VP of marketing at online video technology platform YuMe, in an interview with Beet.TV. “We will create segements, reveal them to advertisers and take input […]