Marketers Split on Future of Targeting

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The importance of audience targeting is undeniable. In a PubMatic and DIGIDAYa survey of North American advertisers and agencies taken in March 2011, at least 70% of all respondent types indicated audience targeting was more important than conceptual targeting for their digital efforts.

Research from AT&T AdWorks conducted in September 2011 found a majority of marketers and agencies believe audience targeting will completely replace content targeting in the future. But at 60% vs. 40%, that view was far from universal...