By Michael Kubin

Addressable media has been in use for over a decade and is expanding across broadcast networks and distribution platforms. While it is very tempting for marketers to use addressability to hyperfocus on their target audience, a better way may be to consider the complete consumer journey and then target media and message accordingly. Invidi media exec Michael Kubin explains.

We’re in the perfect storm of marketers using advanced technological weaponry fueled by enriched data. The result is hypertargeting, defined as reaching only those consumers meeting a threshold of interest or ability to purchase the goods or services advertised, to the exclusion Read full story ›

Source: The Drum