As UK marketing budgets recover, the focus is turning to how that investment translates into measurable results. In What’s New in Publishing, PrimeAudience VP of Product Mateusz Rumiński highlights the limitations of broad audience segments based on historical behaviour and explains why advertisers need to look more closely at the data behind their targeting.
Too much programmatic budget still goes on broad audience segments built from historical behavioural data, which can quickly become outdated or lose accuracy.
Read the full article on What’s New in Publishing.
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