By Dan Plant

A month ago I spoke at and attended the latest IAB Real Time Advertising conference. For once I was able to watch all of the talks, and it reinforced to me that as far as the media industry is concerned there is one incontrovertible truth that simply isn’t worth questioning: Consumers will like it if all advertising is actively targeted to them and made specifically relevant or tailored to each individual viewing the ad.

We believe this with apparently good reason. According to GfK 49 per cent of respondents agreed with the statement ‘Advertising that is tailored to my Read full story ›

Source: The Drum