TransUnion Exec Highlights Shift Toward More Selective Media Buying in Advertising
· 3h ago · Originally reported by Beet.TV
Matt Spiegel of TransUnion notes that marketers have moved away from broad, indiscriminate media buying and now focus on targeting more specific audiences. This reflects a broader industry trend toward data-driven and precise audience selection in advertising.
Why it matters
This shift is important because it shows how advancements in data and technology are making advertising more efficient and relevant, reducing wasted spend and improving campaign outcomes.
Explain it like I’m new here
Advertisers used to buy ads for everyone, but now they use better tools to show ads only to people who might actually care.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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