Last year, I predicted Google would try to own retargeting on its network and continue to own as much of marketers’ data as possible. What was foretold in the pages of Target Marketing appears to have come to pass.
The booming data and ad-tech industry has marketers focused on showing their ads to the people they consider their targets. But with the growth of automated ad buying, creative execution is sometimes overlooked in favor of standardized efficiency. So, while ads get to the right consumers, many of them are neither memorable nor engaging. To show consumers the most valuable or rewarding or entertaining creative executions possible, marketers now need to take advantage of data there too. We are barely scratching the surface of the information provided