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