Advertising in context: Use algorithms, not segmentation

This article argues that advertisers need to make better use of data and technology to deliver content to people in the right context and build personal connections.

Advertising in context: Use algorithms, not segmentation

Magnus FitchettSapientNitro

For modern brands to create personal connections with consumers, they must become more responsive to context, and to do this they will need to embrace machine learning which, in turn, will free them up to think creatively.

Context is King

This article is part of a collection of articles on the importance of context in advertising. Read more.

Increased connectivity and disruptive technologies mean brands have never had a better opportunity to create value by understanding their consumers and creating relevant, personalised experiences. Despite this, brands are still...

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