Ogury, THE ICONIC, ACAM & Havas Critique Use of Synthetic Data in Audience Targeting
· 2h ago · Originally reported by B&T
Executives from Ogury, THE ICONIC, ACAM, and Havas have expressed skepticism about marketers relying on synthetic data to find audiences. They argue that this approach may not deliver accurate targeting or meaningful results.
Why it matters
As privacy regulations tighten and third-party data becomes scarce, marketers are exploring synthetic data for targeting. Industry leaders questioning its effectiveness highlights ongoing challenges in balancing privacy with precise ad targeting.
Explain it like I’m new here
It's like trying to find your friends at a party using made-up guest lists instead of real ones—you might miss the people you actually want to see.
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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