How to save two industries - and make a little money: The potential for digital mindset targeting in Asia
Alistair Leathwood
Introduction
Businesses know more than ever about their customers and targets. Big data is a reality, with information from loyalty and credit cards, online search activities, social media profiles, geo-location and device-usage statistics increasingly being fused to create hugely powerful databases. Programmatic buying and real-time bidding (RTB) usage is increasing rapidly, offering the promise of marketing based upon the actual observed behaviours - both online and offline - of consumers. The concept of personalized, targeted (and increasingly, re-targeted) communications...