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Business Development Director, UK, ADmantX
Marketers are cracking the code of making advertising creative and programmatic work together to target consumers, according to Nick Welch, UK business development director at ADmantX, a first-party data provider for programmatic advertising. eMarketer’s Sean Creamer spoke with Welch about how it is done.
eMarketer: How did marketers design creative in the past to cover as many consumers as possible?
Nick Welch: Creative can be very prescriptive, but that’s how it’s always been. The advertisers have done their own research and analysis, building [a model for] what they believe the customer looks like. It’s a very generic approach to targeting an audience. This generic understanding of what their audience looks like could actually in reality be very different from what the actual consumer looks like.
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