IAB Data and Innovation Conference
Emma Hargreaves, Senior Client Director, Kantar Media will discuss better consumer targeting in a programmatic dominated marketplace at the IAB Data and Innovation Conference...
Waving not drowning: Enhancing consumer understanding and targeting in a programmatic-dominant ad market
As programmatic increasingly becomes the overriding norm for digital advertising buying and selling, it is time for attention to turn from ‘How much of my digital advertising can be done programmatically?’ to ‘How can my digital spend work harder to give me an edge?’
Emma will highlight two key ways in which this can be achieved. One is gaining a genuinely joined-up and optimised approach to online consumer targeting across all its forms: apps, mobile sites and PC sites – for example, does an audience use a particular brand’s app more than its mobile site and what might be the reasons behind that?
Secondly, ensuring that programmatic campaigns are as transparent and flaw-proof as possible. That means targeting audiences programmatically based on data that is built on granular offline consumer activity, as well as online, to ensure wastage is minimised and spend is optimised.
Find out more and book your place at the conference here