“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by David Williams, chairman and CEO at Merkle.
The world of addressable media continues to gain scale and momentum. Every day, new addressable audience platforms, such as Apple, Amazon and Walmart, join Facebook and Google in enabling content-rich, individually personalized experiences.
Even where true person-based marketing is not yet possible, great advances in programmatic, audience-based media continue to develop in digital media and television. First- and third-party audience platforms are enabling not just targeting but delivery of immersive, highly branded content, such as native and video, across devices.
This means the traditional separation between right-brain and left-brain thinking about brand vs. performance falls away, making way for a more powerful, integrated approach focused on delivering an addressable experience.
This new way of thinking focuses on the targeting and delivery of relevant, branded experiences to the individual consumer, vertically integrated throughout the buying cycle. This concept has been around for some time, but addressability at scale through the platforms is now bringing it to life, driving competitive advantage.