• Article

Breaking the Myth: Privacy-Forward Audience Targeting Can Drive Performance

Kao Choua VueMedia Director, H&L Partners

David KaufmanExecutive of Partnerships & Business Development, Polk Automotive Solutions, IHS Markit

Jessica TrainorVP, Ad Platform Partnerships, Comscore

Key Takeaways

  • Privacy-forward audience targeting innovations can drive equal or better performance than cookie solutions.
  • Scalability with granularity is achievable.
  • All AI-driven contextual solutions are not created equal.

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How Retargeting Drove Toyota’s Success Among Hispanic Auto Buyers

  • Mia Phillips – National Manager Multicultural & Brand Strategy, Toyota Motor Sales, USA, Inc.

A lack of in-language automotive sites and online clutter posed challenges to Toyota’s need to reach likely truck buyers in the growing Hispanic community. The automaker used an innovative retargeting approach combined with an understanding of their target’s interests and special creative executions to gain traction among their target and drive success.