Targeting online ads: aim for the bulls-eye or focus on hitting the target?

Among the significant and distinct attributes of online advertising is its ability to deliver relevant messages to specific targets.

Targeting Online Ads: Aim for the Bulls-eye or Focus on Hitting the Target?

Duncan Southgate

To reach the right person with the right message at the right time is the holy grail of advertising. Theoretically, it seems that the targeting capabilities of...

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