Episode 62
What Smart Targeting Looks Like
Brace yourselves. This week, we’re covering a highly debated marketing topic: targeting strategy.
Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, the problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting.
Topics Covered
• [01:30] Mark Ritson vs Byron Sharp on targeting
• [02:30] The cost of broad targeting
• [08:00] Brand vs performance marketing
• [12:00] Types of targeting for connected TV
• [15:45] Targeting on CTV vs digital advertising
• [17:30] Fees behind third-party targeting
• [19:30] How machine learning can help solve targeting
Resources:
2023 MarketingWeek Article
Today's Hosts
![Elena Jasper image](/images/PodcastHost-ElenaHengel.png)
Elena Jasper
VP of Marketing
![Rob DeMars image](/images/PodcastHost-RobDemars.png)
Rob DeMars
Chief Product Architect
![Angela Voss image](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
![Dan Cleveland image](/images/PodcastHost-DanCleveland.png)
Dan Cleveland
VP Strategy
Episode 62
What Smart Targeting Looks Like
Brace yourselves. This week, we’re covering a highly debated marketing topic: targeting strategy.
![What Smart Targeting Looks Like What Smart Targeting Looks Like](/images/podcast-TMA-coverart.png)
Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, the problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting.
Topics Covered
• [01:30] Mark Ritson vs Byron Sharp on targeting
• [02:30] The cost of broad targeting
• [08:00] Brand vs performance marketing
• [12:00] Types of targeting for connected TV
• [15:45] Targeting on CTV vs digital advertising
• [17:30] Fees behind third-party targeting
• [19:30] How machine learning can help solve targeting
Resources:
2023 MarketingWeek Article
Today's Hosts
![](/images/PodcastHost-ElenaHengel.png)
Elena Jasper
VP of Marketing
![](/images/PodcastHost-RobDemars.png)
Rob DeMars
Chief Product Architect
![](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
![](/images/PodcastHost-DanCleveland.png)
Dan Cleveland
VP Strategy
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