Babar Khan Javed
Sep 13, 2017

Better targeting starts with knowing content habits: OpenDNA

With publishers, an AI-enabled app, and Android device makers all playing roles, the company says it is arming advertisers with a better ability to target consumers according to mood and intent.

OpenDNA's Jottr app

Retargeting is rife with problems.

There are many reasons for this, key among them being that DSPs cannot determine the intent by which a user visits a website.

This is fairly reflected within Google Analytics. When users filter audiences by in-market segments, they can find a list of product or service categories. These infer, based on browsing behavior collected by Google, the interests of a user and the likely inclination toward...

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