The False Trade-Off: Why Marketers No Longer Have To Choose Between Precision And Scale
For too long, marketers have been stuck in a false dilemma: Do you want reach, or do you want relevance? Mass exposure, or accurate targeting?
For too long, marketers have been stuck in a false dilemma: Do you want reach, or do you want relevance? Mass exposure, or accurate targeting?
If there’s one safe prediction heading into Cannes this year, it’s that AI will be everywhere: in panels, on yachts and splashed across every DOOH ad within a 10-kilometer radius of the Croisette. But behind the noise, something real is happening. We are witnessing a strategic shift. AI is evolving from a shiny object into a performance engine that helps marketers uncover hidden audiences and iterate faster while delivering relevance at scale.
T-Mobile may be considering an acquisition in the mobile data market; Google’s glitch shuts down ads for a weekend; and ad tech’s old guard is salivating over AI startups.
Advertisers in the U.S. are missing out on 46% of their addressable mobile audience. And desktop doesn’t fall behind. 40% of the audience is currently not reachable if you rely on IDs. Instead of opting for solutions that only get you halfway to your goals, keep three main points in mind: scale, accurate targeting and sustainability, writes Aaron McKee, CTO at Blis.
This year is not about Google. Or FLoC. Or Topics. It’s about focusing on what’s important. 2022 is the last opportunity for agencies and brands to come to grips with privacy changes and find workable solutions, writes Amy Fox, VP of product at Blis.
“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 Aaron McKee, CTO at Blis. Snapchat disappointed us all last week and Facebook did the same on Monday. The social media giants keep making the headlines as they struggle to […]
“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 Diane Perlman, CMO of Blis. The digital advertising industry is locked in the fight of its life right now. The combination of international privacy regulations, such as GDPR, CCPA and […]
Unlikely insights into consumer behavior can help move the needle, and location data is a rich source of unlikely insights. On Tuesday, UK-based location data company Blis released an analytics tool in beta called Smart Trends that blends point-of-interest (POI) data and offline movement data to draw conclusions about how people interact with physical locations […]