This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

Why it matters

There is a mismatch in the approach behind audience segmentation and buying audiences through programmatic. Segmented audiences do not always easily translate into buying audiences.


  • The full promise of addressable channels cannot be realized without an explicit connection between insights about the needs of audiences and the implications for activation decisions to target them.
  • It is easy to lose definition in the search for reach, especially when addressable audiences are built around a vastly different taxonomy.
  • Personas are designed around data sets that are not centered around identities, but rather the concepts people are engaging with, sidestepping data legislation