What should your audience data change about your next campaign?
Audience intelligence becomes useful when it informs a media decision: which audience to reach, what message to deliver and how to assess the result. Our guest article for IAB Europe explores that opportunity through two distinct examples: real-time audience targeting for Sensodyne at Carrefour UAE, and audience-impression-based planning around existing TV walls at MediaWorld Italy, a consumer electronics retailer and part of MediaMarkt.
The article draws on an IAB Europe podcast conversation between James Allison, Senior Director Global Market Development & Growth at Advertima, and Mazen Mroueh, Head of Retail Media & Partnerships at Publicis Media, hosted by Deli Bom, Retail Media Expert. The conversation was recorded at the Retail Media Impact Summit in Amsterdam.
