Why audience targeting could be a waste of marketing budget

A new study from the Melbourne Business School (MBS) and Massachusetts Institute of Technology (MIT) revealed a barrage of inefficiencies around adtech, particularly when it comes to third-party audience targeting.

In 2018, P&G CMO Marc Pritchard announced that his company had reduced spending “with several big players” in the ad space, to the tune of US$200 million. Instead of damaging reach, however, the cuts helped P&G increase its reach by 10 percent.

The sentiment is echoed in new research from the Melbourne Business School (MBS) and Massachusetts Institute of Technology (MIT), which revealed a barrage of inefficiencies around adtech, particularly when it comes to third-party audience targeting.

The MBS and MIT team compared some of the most popular audience targeting segments and validating them against more...

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