“(Digital) Audience buying (used interchangeably with programmatic and self-service buying) has been around since the early 2010s, however it still remains a complex concept. It goes well beyond the typical contextual targeting tactic, which targets consumers based on assumed content consumption but, actually targeting consumers based on their internet browsing behavior and beyond. Within the past 10 years, as technology continues to advance, the mechanics of purchasing digital media has too. Participating in and observing the progression of media buying has been quite the ever-evolving adventure.”


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