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 ...

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 ...

Online marketers tend to be fond of the conceit that advanced thinking about targeting emerged "ex nihilo" with new media, leaving behind the dark ages of advertising in the BI (Before Interactive) ...

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 ...

Uber is turning the intimate details of how people move and what they order into a new kind of advertising fuel, inviting brands to target campaigns based on riders’ trips and food delivery habits.

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 ...

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 ...

There are thousands of different audiences you can target in Google Ads, and we’ve covered quite a few of them already: in-market segments, life events, detailed demographics, lookalikes and Google ...

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 ...

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