At an invite-only roundtable hosted by Campaign in partnership with Integral Ad Science, APAC’s top marketing leaders discussed the growth of contextual adverts, the downsides of fragmentation, and debated which metrics will ultimately prove the best measures of success.
It is time we look for more effective ways to reach desired audiences, rather than the audience-centric buying taking place today.
Marketers already consider the medium, message and moment when executing contextual targeting. Anjali Puri of TNS argues that a fourth 'M' also merits consideration.
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