Who said TV couldn't be targeted?

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!


This week, we're reviewing different targeting techniques with Dan Cleveland, our VP of Strategy.  



Third-party targeting suffers from high costs and inaccuracies.         

Reaching the right target audience through media like CTV is a challenge for advertisers. And although third-party targeting remains a primary solution for some, it results in high fees that damage performance.    


A new approach to targeting.      

It's time for advertisers to shift away from traditional targeting methods that rely heavily on third-party data and embrace new, more effective approaches. Here’s why: 

  1. High Costs: Using third-party data often leads to higher costs, regardless of how precise the targeting is. 
  2. Data Inaccuracy: Third-party data is known for some level of inaccuracy. First-party data and machine learning help target the right people.
  3. AI: Advertisers are now exploring AI for new targeting solutions. For example, machine learning can purchase content based on its ability to convert prospects.  

Targeting methods beyond third-party data can streamline costs and maximize campaign performance by homing in on the audiences that matter most. Listen in on our discussion.

"Marketing Architects Unveils ‘Smart Targeting’ to Improve CTV Performance”                       

This press release from our team offers an in-depth look at how innovative targeting techniques are transforming the landscape of Connected TV. Read the press release. 



Target what matters.           

“Don’t count the people that you reach, reach the people who count.” 

— David Ogilvy, founder of Ogilvy & Mather and "Father of Advertising”