Join us Oct. 15-17 in Phoenix to connect with top media buyers
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

Mitigating ‘Google risk’: The Independent maps four-pillar growth plan for the AI era
The Independent has built its growth strategy around the “blue links risk” and has stopped measuring its success by audience reach.

Advertising Week Briefing: Creators emerge as the industry’s new power brokers
Advertising Week has had creator-focused content tracks in past years, but the rising presence of content creators at this year’s event represents an evolution in how creators are engaging with advertisers, both at industry conferences like Advertising Week and in general.

From walls to frameworks: Publishers and tech giants push weekly talks on AI content use
More than 70 companies gathered for the workshop, roughly half of whom were publishers – a handful from Europe.