For some media agency executives, it’s the “future of targeting.” Others say it’s a theory that will only get you so far. Though the case studies remain unwritten, agencies like WPP are already running early-stage vector-based targeting solutions in key markets, including the U.S., while peers at Dentsu see it as the natural next step for contextual targeting.
“It’s becoming more widespread,” said Alex Steer, chief data officer, WPP data & technology solutions. “We expect to see it growing.”
Vector-based targeting uses similar ideas to those underpinning lookalike or contextual targeting. It refers to the practice of finding an audience based on a combination of several different pieces of information, like the different “dimensions” to a coordinate, rather than targeting using keywords.
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