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“Targeting” and “common sense” stood out as buzz words at 1MPACT, Toronto. If I remember correctly, these were the same two principles that got me through my university marketing courses. So what happens to marketers between the classroom and the boardroom? The 1MPACT cheat sheet broke it all down again for the first time. Online, targeting comes in three essential flavors: Contextual Demographic Behavioural All three can be combined for the greatest effect, but whichever method you can implement right now, start doing it. If creative production costs go up but targeting doesn’t improve, ads get more expensive and less effective. Even eliminating a little waste produces huge lift. More powerful or immediately useful words were perhaps never spoken. http://www.adtechblog.com/2561/