Jump to:Definition | Where to start | Essentials | Case studies | Final words | Further reading
Driving a segmentation into media requires both art and science.
Data-driven planning and addressable media are changing the face of targeting, but a lot of media consumption remains "non-personally identifiable". This has a big influence on brand outcomes in a broader media ecosystem.
Although data from disparate sources is increasingly used and combined to understand the profile of available audiences, and to build reach from a seed universe, engaging those audiences...