Ad Week 2016: Is precision targeting delivering on its promise?
Some believe the future of precision targeting is now and are making big bets on this path. Still, others contest it remains far too difficult to get enough scale with these tiny targets to drive meaningful ROI, causing them to default to more traditional targeting approaches. Which is the best path? Leading industry voices, including Lyle Schwartz, Managing Partner, GroupM, weigh in on this timely issue.