How to save two industries - and make a little money: The potential for digital mindset targeting in Asia

This article outlines the challenges facing programmatic and argues for the potential of Digital Mindset Targeting as the future of advertising in Asia.

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...

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