Data-driven marketers now have the ability to target individual people – not just cookies – in so many types of media, including Facebook, Twitter, Google, AOL and a number of other platforms. Myriad premium publishers are also making their way onto the scene.
Even with cookie-based platforms, there is great improvement in the ability to more closely connect individual-level data and insights, making ad spend in the open web better aligned to people.
The scale and reach of these people-based media are expanding significantly, which I expect will only continue. Despite the growing inventory, however, advertisers are not fully realizing the value of people-based marketing.