Today’s marketing industry is a long way from achieving its end-game of a system that delivers the perfect creative through the best medium at the optimal moment to each individual audience member.
To move toward that vision, the industry is evolving from an impression-centric paradigm (what does this piece of media cost, how many impressions will it generate and what does the audience look like?) to a user-centric paradigm (what are the characteristics of this particular user at the point at which they encounter my brand?)…
