Despite the complexity and uncertainty encircling digital advertising now, there is reason to be bullish. Brands and publishers have a unique opportunity to influence the development of identity and consumer relationships as well as create a better environment. Yet companies face a media targeting challenge: how can they leverage first-party authenticated data and enriching with third party data while fostering a privacy-friendly partnership that benefits both consumers and marketers? Will CTV prove a greater strategic component for brands as a channel to reach consumers?
Challenges often breed innovation and media targeting approaches are rapidly developing. At ARF’s May 12th Insights Studio, “Media Targeting: A Brave New World,” we heard what Real Chemistry, a healthcare-specialist technology & innovation company is doing to extrapolate consumer behavior data—along with de-identified health and drug data and other real-world information—into marketing insights and action. They were joined by Walgreens, who shared how they are reaching consumers responsibly and precisely.