"We targeted too much, and went too narrow."
That was the conclusion from Marc Pritchard, CMO at Procter & Gamble, the biggest advertising spender in the world, told to Wall Street Journal.
With the enormous amount of audience data in social media and in the programmatic space, almost endless combinations are now available. Microtargeting is the process of combining multiple audience to target a very specific and precise target group.
GDR points to two major problems with micro-targeting. Read all about it.