The persona is a much-vaunted, much-maligned tool in digital marketing, helping marketers to define their audience. But most persona programs fall short for four major reasons: They’re fictional They don’t reflect the overall composition of the audience They aren’t data driven They don’t practically translate into marketing campaigns If your personas are not based on […]
Tag: buyer
The B2Bnn primer on RTB advertising and its future
Over the past few years, real-time bidding (RTB) has become a leading force in ad-tech and programmatic marketing, transforming online advertising as more and more companies invest in the RTB space. First, a definition: RTB is the buying and selling of online ad impressions in real-time auctions that take place faster than the blink of an […]