The age of personified advertising

The advertising industry is facing a dilemma concerning data and viewability.

The first is being spurred on by the looming demise of cookies and identifiers. Personal users data will soon no longer be available. And while a plethora of alternative targeting solutions are available, advertisers need to move the focus away from whether the solution is ID-less or ID-based. Instead, they need to consider:

"Do I really understand the interests of my key audience?"

This is because some solutions are hanging onto technology that uses fragmented personal data, which only yields information about activity within their own ad network. Without sufficient knowledge of the audience's interests, advertisers will seldom reach the right consumers.

The second is driven by nostalgia. The way advertisers measure the success of their campaigns hasn't changed at the same pace as how the industry shifted in response to data privacy regulations, for example. Advertisers should be asking a very basic question:

"How can I be sure my video ads are truly being seen?"

Just because an ad is considered viewable, it doesn't mean that it was actually viewed. Too often, advertisers pay for ads that are only partially visible to consumers or even play off-screen. This will not deliver the memorability or awareness that brands seek.

A new approach is needed.

In this eBook, you’ll discover:

• The solution to the digital advertising dilemma
• How to deliver precise targeting and sustainable brand advertising results
• How to future-proof your mobile branding strategy