6. Targeting vs. Personalization

Targeting is a word every advertising practitioner had at the tip of his tongue a few years ago. Targeting came about as a solution to the media fragmentation problem described earlier.

As media became increasingly fragmented, it was becoming very difficult for brands and media-buying agencies to buy the kinds of media they know would actually reach their audience. There was really no scalable way to find even a few million people on the Internet who belonged to an audience segment like “gardening enthusiasts.”

To solve this problem, advertising networks began aggregating vast amounts of such inventory to make it easier for media agencies to buy inventory from a single source rather than many different individual ...

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