‘Future of targeting’: Media agencies tentatively explore vector-based planning

For some media agency executives, it’s the “future of targeting.” Others say it’s a theory that will only get you so far. Though the case studies remain unwritten, agencies like WPP are already running early-stage vector-based targeting solutions in key markets, including the U.S., while peers at Dentsu see it as the natural next step for contextual targeting. “It’s becoming more widespread,” said Alex Steer, chief data officer, WPP data & technology solutions. “We expect to see it growing.” Related Insights WTF Series WTF is vector-based ad targeting? Read More Vector-based targeting uses similar ideas to those underpinning lookalike or…

This is a curated summary. The full story was reported by Digiday.