How AT&T Is Navigating Media Buying During A Pandemic: Carter

In Vibrant News by bnyquist

Curated News from Beet.tv on May 15, 2020


Finding the right audience for marketing messages was already becoming complex. But the COVID-19 pandemic has posed a whole new set of challenges.

Audience targeting appears to be entering a third age. After initial buying of ads against content that delivers key demographics, marketers have been in thrall to laser-targeting audiences, no matter they content they are consuming. Now we are seeing “contextual targeting”, the data-driven practice of buying content, not audiences, rise up.