Putting people back into data: How Time Inc. and GfK partnered to maximize programmatic advertising

This article illustrates how global publisher Time Inc partnered with GfK to create more effective programmatic ad targeting by combining consumer understanding with programmatic data segments.
  • In 2014, almost half of the UK's online display ads were bought through programmatic technologies, and the trend is expected to rise, with 70-80% of digital display forecasted to be traded this way in the UK by 2018.
  • However, as fast as the media landscape has evolved to open up new platforms, the ways to measure performance and target ads have increased in complexity.
  • One side effect of programmatic advertising is that brands, advertising agencies and publishers stop thinking about consumers and instead replace people with data points.
  • Time Inc.'s approach combines consumer understanding and traditional research...

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