PODCAST / EPISODE 16

Bringing new precision to programmatic targeting

With Natasha Stevens

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Thinking Ahead

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At a time when consumer behavior – and data – is wildly unpredictable, agencies and brands need to bring extra diligence to the process of creating ad audiences. In this podcast episode, GfK’s Natasha Stevens explores the promises and pitfalls of combining data from different sources. She defines the many unknowns that surround target creation in today’s marketplace, and tells how a multi-set approach can improve target accuracy exponentially – or dilute the value of high-quality data.

Thinking Ahead

This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.

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VIDEO: Optimizing audience data for programmatic advertising

To meet exploding demand for precise targeting, digital ad platforms are relying more on robust data sets. This often means straddling the worlds of traditional, high-quality consumer research and agile startup-style activation methods. But how can marketers activate data sets in real-world campaigns while paying close attention to data quality – and the privacy concerns of today’s consumers?

In this session, GfK’s Natasha Stevens (EVP, Strategy and Product Innovation) discusses how data-combining techniques can deliver improved target accuracy – through a best practices approach – while respecting the growing wariness of online shoppers and consumers generally.

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