A shift from audience to context
While the headlines are focused on fake news and misinformation, the privacy story has been forgotten. Advertisers have noticed the more stringent limitations in targeting within paid social. Gone are the days of plugging in 3rd-party data to enhance campaigns. Context is returning with a vengeance. If your startup is targeting household incomes above $200,000, your agency is hoping their campaigns are aligned with that target rather than being spot on.
Are your campaigns structured for context rather than target audience? If not, it’s time for a reassessment.