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

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