one-to-one targeting

Google, and every other ad tech company, is trying to figure out how to deliver personalized marketing without being creepy or violating a privacy policy. “First-party data is imperative,” said Michael Burke, managing director of Google’s branded luxury apparels business, at the IAB Tech Lab’s Brand Disruption Summit in New York City on Wednesday. “But the fallacy is the idea that [first-party data] needs to be used for one-to-one marketing.”

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Michael Connolly, co-founder and CEO at Sonobi. So, a group of guys is sitting down to watch the hockey playoffs on TV, and a Maybelline commercial pops up. Even if the cosmetics advertisement is […]