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Data-driven targeting

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Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

News

SAN FRANCISCO/LONDON: Within a couple of years almost all mobile digital display ads will be purchased programmatically, but few marketers have a real understanding of the technology and the key factors involved.

Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

News

COPENHAGEN: Small moves towards personalisation based on big groups of consumers rather than audiences of one have proved highly effective for UK fashion retailer Topman.

News

SAN FRANCISCO: Twitter has announced that it will add labels to electioneering ads and launch a “Transparency Center” offering visibility on all advertising on the platform as well as submitting to an MRC audit.

Article

The term 'personalisation' covers a wide range of possibilities and fashion brands are exploring everything from how to deliver advice online to new segmentation approaches.

Article

Physical retail is under pressure from online shopping and only the best will survive according to the CEO of Hudson's Bay Company.

News

LONDON: The growing use of artificial intelligence will dramatically change communications planning, especially in low-involvement categories like FMCG, according to two industry figures.

Article

Sky Betting and Gaming has developed its own platform to collect customer data in real time and target its marketing more precisely.

News

LONDON: Sainsbury’s, the UK supermarket, is seeing “sustained sales uplift” as a result of in-store messaging offers based on micro-location data.

Article

The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Article

This article outlines the challenges how Fairfax Media and NewsCorp Australia are taking on print advertising revenue declines as Google and Facebook become increasingly influential.

News

GLOBAL: Mass marketing is giving way to massive customisation, from focusing on averages to individuals, and this means marketers have to think very differently than in the past, according to Unilever’s Chief Marketing and Communications ...

Research Paper

This article describes how machine learning was used to research mood states and digital activity when buying chocolate to build contextual profiles for the purpose of programmatic media buying.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

News

LONDON/NEW YORK: Creative optimisation can increase efficiency, speed, and relevance at scale, but only, a leading industry figure argues, if marketers drop their preconceptions and listen to the data.

News

SAN FRANCISCO: Facebook has introduced new ways to help improve the ability of advertisers to target ads at consumers who have made previous purchases via offline channels, such as brick-and-mortar stores or call centres.

News

MOUNTAIN VIEW, CA: Google is reportedly in contact with three news organizations about using big data and artificial intelligence to improve subscription services and shore up their revenue streams.

News

NEW YORK/BEIJING: Tencent, one of China’s three internet giants, has launched a new suite of advertising solutions and resources that will enable US marketers to directly engage Chinese consumers on its platforms, including 963m monthly ...

News

NEW YORK: Six major advertising industry trade associations have signed an open letter attacking Apple’s “heavy-handed” approach to setting cookies in the latest update of its Safari browser.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.