Behavioral Advertising / Publicité Comportementale

What’s most interesting about exchanges is the underlying change in media planning they enable. Instead of planning via an RFP process that revolves around sites, audience-based planning starts with the question, if you could define your target audience as precisely as you wanted to, what would that look like? Chances are, the combination of available data and the blank canvas of exchange inventory means that targeting approach could be put into place. Where the ad appears (within reason) is less of a consideration.

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