Household Targeting Emerges as Alternative to Individualized Behavioral Ads

Privacy changes such as Apple’s downgrade of its mobile ID, the IDFA, and Google’s imminent elimination of third-party cookies are forcing advertisers to consider alternatives to personalized, one-to-one behavioral ads. That’s because individual user data is getting harder to collect, forcing advertisers to target customers based on media context, household data, and interests tied to like-minded or demographically similar groups instead of individuals.

Jon Schulz, Chief Marketing Officer at Viant Technology, checked in with Street Fight to lay out the benefits and drawbacks of targeting methods offering advertisers alternatives to one-to-one behavioral ads.

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