Before we all get confused by the terminology and someone starts calling for standardization again, let's get something straight: interest-based targeting and navigation behavior targeting are the ...

Pharma brands spend billions annually trying to engage healthcare providers (HCPs), yet much of this outreach has a limited impact. After all, physicians are inundated with thousands of digital ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

WPP Media launched Open Intelligence June 3, claiming it is the industry’s first large marketing model (LMM) that leverages artificial intelligence to aggregate data for reaching audiences, according ...

In an advertising landscape shaped by increasing privacy regulation and rapidly changing consumer behavior, traditional identity-based targeting is no longer fit for purpose. Advertisers must rethink ...

Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...

Discover how behavioral modeling helps predict consumer actions using spending data, enabling businesses to refine targeting ...