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
Assessing the fallout of Google’s ad tech antitrust trial
Parsing the probable, possible, and plain absurd, including what a divested entity may look like.
Digiday+ Research: How programmatic shook out for publishers in 2024
Programmatic ads have remained a significant source of revenue for publishers throughout 2024, but it’s possible that in 2025 they could pull back from their focus on programmatic.
What publishers can be thankful for this year
In honor of the Thanksgiving holiday, here are some things the media industry can be thankful for.