How Audience Targeting and AI Campaigns Undermine Brand Growth

Speaker: Nico Neumann, Assistant Professor, Melbourne Business School

Targeting the right customer with the right ad at the right time is the popular premise behind programmatic advertising. But how often should we really use data targeting and optimised ad campaigns?

In this talk, Nico Neumann, Assistant Professor at the Melbourne Business School, shares new findings on audience performance tests, including discussing when and why buying audience data makes sense for advertisers.