What It Is: The term “micro-targeting” first emerged in industry lingo from the political arena and referred to campaigns which focused on a few salient characteristics of various audience segments and used those elements to create smaller segments which allowed marketers to have a more intimate portrait of their audience. The famous “Nascar Dad” phrase was a product of micro-targeting research. These small audience segments provide greater detail on audience make-up and behaviors than larger audience segments, and this data is often referred to as “granular” insights. These insights speak to consumer motivations, affinities for certain brands and sometimes the reasoning behind purchase behaviors, such as positive or negative associations with other products or ideas.
More in Media
How creators are using generative AI in podcasts, videos and newsletters — and what advertisers think about it
Here’s a look at how some creators are leveraging generative AI to create video, audio and written content — and whether or not that’s a turn-off for advertisers.
Buzzfeed, News Corp and New York Times push back on tariff fears in earnings calls
Publishing execs pushed back on tariff and macroeconomic climate fears in Q1 2025 earnings calls, expressing confidence that their businesses would grow this year.
Digiday+ Research: Publishers’ subscription revenue is up this year, and they’ll focus on growing it even further
Subscriptions is one area where publishers are seeing more revenue, and, in turn, ramping up their plans to strengthen that part of their business in the coming months.