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Summary
Brands increasingly are being drawn to the immediate benefits of targeting advertising. But “at what long-term cost?” asks Gian M. Fulgoni, co-founder and Chairman Emeritus of comScore, Inc. “Ultimately there are better ways to use targeting data today, whereby brands can drive both short-term performance and long-term outcomes,” he writes. “These objectives need not be mutually exclusive, and brands must get smarter at how they deploy available targeting data if they expect to drive both results simultaneously.”
