Marketers split on Future of Targeting.

The importance of audience targeting is undeniable. In a PubMatic and DIGIDAYa survey of North American advertisers and agencies taken in March 2011, at least 70% of all respondent types indicated audience targeting was more important than conceptual targeting for their digital efforts.

Research from AT&T AdWorks conducted in September 2011 found a majority of marketers and agencies believe audience targeting will completely replace content targeting in the future. But at 60% vs. 40%, that view was far from universal.

One thing advertisers do agree on: They want better targeting. They also believe various ad platforms will evolve to provide it. Those surveyed by AT&T overwhelmingly thought the top way mobile marketing would change in the coming years would be by allowing better targeting.

When the AT&T survey pool was asked about the changes interactive TV would bring to the TV ad marketplace, the second-leading response also rested on ad targeting, with 19% looking to purchase commercials based on audience behavior rather than programming.

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