Industry Leader Urges Programmatic Shift Toward Intent and User Signals
· 2h ago · Originally reported by Exchange4Media
Hemant Arora has called for the programmatic advertising sector to evolve beyond simply counting ad impressions, emphasizing the importance of focusing on user intent and behavioral signals. This perspective highlights a growing industry trend toward more meaningful and effective targeting strategies.
Why it matters
Understanding user intent and signals can help advertisers deliver more relevant ads, improve campaign performance, and reduce wasted spend on uninterested audiences.
Explain it like I’m new here
It's like not just counting how many people walk by your lemonade stand, but figuring out who actually wants a drink.
Read the original at Exchange4Media
Terms in this story
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
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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