Targeting vs Optimisation

10 Aug 2017
12:15 pm-12:45 pm

Targeting vs Optimisation

Whether it’s contextual, demographic or behavioural, segment targeting has underpinned much of the media planning system for many years.

But is this still the best approach? Human behaviour and the influences that drive it can shift in real time, and the things that matter today may not tomorrow. The paradox of better understanding human complexities is that we sometimes need to rely on machine technology.