What happened to psychographic targeting? It got gobbled by Google!
When readers or viewers come to a site or app, they come for the experience – what I call “the show.” That show provides context to the reader – if they’re on a business site, they are there in the context of being a businessperson. If they are watching a home improvement video, they’re in the context of being a homeowner. They don’t know, and they don’t care, that they may also be carrying a cookie that identifies them as a “business executive” or a “stay at home mom.” Our current adtech ecosystem is stripped of most editorial context and driven by retargeting which focuses (for the most part) only on the cookie. So that person watching a video about business may get an ad for diapers if she’s visited a parenting site previously. And that woman watching the home improvement video? If she’s been segmented as an auto intender, she may get an ad from Ford.