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SXSW 2018: Serve Ads to the Circumstance, Not Just the Individual

Potbelly Smile ScaleAs marketers, one of the first and most important things that we can do for our business is to identify the audiences for our product or service. Our audiences (yes, that should always be plural) are typically defined by a combination of demographics and psychographics that help us fit a diverse selection of human beings into a few loosely constructed boxes. But with an unprecedented amount of data now available to businesses it’s time that we introduce context and circumstance into the equation.

Read more after the jump…