Addressability Relies on Data Insights That Ensure Proper Targeting
Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions. Addressability is “about having that data layer and understanding that data becomes humans and humans are data, and being able to understand exactly who you’re targeting,” Lisa Giacosa, chief investment officer at Publicis Groupe’s Spark Foundry, said in this interview with Beet.TV.
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Retail Media: Hidden $50B Giant That's Disrupting TV Ad Spending (Video)
Traditional marketing has been turned on its head, and the introduction of technology, data, social media and new consumer behaviors renders the marketing purchase funnel obsolete. At the core of this disruption is retail media. In this new video from MediaVillage.com, Spark Foundry’s EVP of Investment, Amanda Mollet, joins other industry experts in discussing marketing priorities for retail media networks.
