Ad Targeting 2018

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The full report covers:

Ad targeting today

Factors contributing to an effective ad targeting strategy

Targeting to the household or the individual

Targeting with a blended approach

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Executive Summary

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When it comes to ad targeting, marketers must weigh a variety of factors when choosing the appropriate campaign strategy. As marketers shift away from channel-specific campaigns toward more audience-specific campaigns, crafting and executing an audience targeting strategy becomes a more complex task. This still requires marketers to choose the right channels and audience attributes to power their ad targeting efforts. But with data-driven capabilities always changing, marketers are now finding there are no clear-cut guidelines for how to best select the right channels, devices or audience attributes.