Curated News from SmartBrief on June 24, 2021
Advertising has historically been romanticized as an art form. However, for the past decade, the heavy focus on audience-based targeting steered the industry toward data science and away from that creativity.
Data-driven marketing was able to maximize its optimization because heavy investment fueled innovation and creation of an entire industry of companies and services to support the approach.
It was simple to let data drive media buying instead of inform thoughtful media planning.
The rise in privacy regulation and removal of audience identifiers from Google, Apple and others, forces advertisers to let go of the audience-based targeting crutch and run again with thoughtful strategies. Those who will be most successful embrace that a new renaissance for creative media planning is upon us!