Point of View: Time to ditch demos

Demographics have long been the basis of most advertising media buys, but Joe Mandese questions their continued use given how much more precise media has become in its ability to identify consumers based on their actual characteristics and behaviours.

Point of View: Time to ditch demos

Joe MandeseMediaPost

One of the most remarkable things I've observed in my time covering the advertising and media business is how much more precise media has become in its ability to identify consumers based on their actual characteristics and behaviours, and how that has been largely ignored in favour of the same crude metrics that have been the basis of most advertising buys for the past half century – demographics. At first, I assumed the reason was because better tools and data did not exist, but I've learned that the main reasons...

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