Targeting drives digital but still confounds ad networks

Geoffrey Precourt

A panel discussion on digital targeting held at the Advertising Research Foundation's Audience Measurement 4.0 conference is the focus of this article from WARC's U.S.

Targeting Drives Digital but Still Confounds Ad Networks

Geoffrey PrecourtWARC Online

 "Targeting is hot," Bob DeSena told the Advertising Research Foundation (ARF) as he kicked off a panel discussion on the subject at the organization's 2009 Audience Measurement Conference 4.0. "Targeting is the key to effective communications and data is the key to effective targeting.

"It's the art and science of matching consumers and various forms of content," DeSena continued. "Consumers demonstrate their interests with their online behavior. And content is information, entertainment, and education" that seem to align with that consumer activity.

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