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News

SINGAPORE: Brands must fight back against "weaponised use of information", a global agency chief creative officer has said.

News

SHANGHAI: Chinese consumers are more interested in targeted and personalised ads than their Western counterparts, according to new research – and most think advertisers are doing a better job at reaching them than previously.

Article

This article explores key differences between Chinese consumers and Western markets, including high ad positivity, more interest in personalisation and frustration with poor programmatic targeting.

Opinion

Ahead of WARC's session at Cannes, Nigel Hollis of Millward Brown asks 'Is the creative industry losing its ability to sell stuff?'  Next week I will be speaking at a WARC panel session at Cannes on purpose marketing .

Article

This event report details how Coca-Cola, the soft drinks manufacturer, is driving value from data.

Article

This article outlines some of the major issues faced by buyers of programmatic advertising, including viewability, fraud and suitable context, and the measures they can take to counteract them.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Article

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

News

EUROPE: Poor quality data is holding back the effective use of digital advertising across Europe, according to a new survey.

Article

This event report explores how Warner Bros Studios used large data sets and machine learning to give the latest installment in the Sylvester Stallone franchise ('Creed') a chance of becoming a blockbuster.

Article

This event report analyses the uses of first-party data, or people-based advertising, in place of cookies.

Article

This event report discusses how Castrol, the multinational oil company, used mobile signal data to optimise messaging to Indian truck drivers' phones.

News

TORONTO: Coca-Cola, the soft drinks giant, is aiming to engage consumers at truly "decisive" moments in the purchase journey, such as when consumers are building online shopping lists.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, is aiming to strike a balance between precise targeting and reaching consumers at scale.

Article

This event report outlines how artificial intelligence could reshape the way consumer insights are generated and activated, based on the example of Sqreem, an analytics provider.

News

BOSTON: Brands that integrate advanced technologies and proprietary data to create personalized experiences are enjoying revenue increases of 6-10%, or two to three times faster than brands who do not, new research reveals.

News

TORONTO: Data is becoming increasingly "political" as digital profiling and targeting grow ever more sophisticated – and as electoral candidates leverage similar analytic tools to product marketing campaigns.

Article

This event report outlines how data is becoming "political", with profound implications for electoral candidates, consumers and businesses alike.

News

NEW YORK: Consumers who feel overwhelmed by ads and offers need to share more information about their preferences with advertisers, according to a professor at New York University's Stern School of Business.

Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

News

GLOBAL: A paucity of global measurement standards threatens to erode trust in digital advertising for both brands and consumers, a new report warns.

News

NEW DELHI: There is an urgent need for the approach of media and marketing to evolve, according to a senior executive at Reckitt Benckiser, the UK consumer goods giant.

Article

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

Article

This article explains how Reckitt Benckiser, a FMCG company in the health and homecare category, is evolving its media strategy for the digital age.