How Well Do You Know Your Consumer?

The success of programmatic media delivery hinges on activity data

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One of the major things marketers have yet to get a grip on is who their audience really is, or more importantly and less invasively, how their audience acts. 

Illustration: Magoz

This is where wearable tech, the Internet of Things and big data are going to significantly change the status quo in the coming years. These, along with vehicle data, 3-D spatial data (Google’s Project Tango), biometrics and tons of other information that is bound to be produced by next-generation devices, and home automation systems, provide a range of new opportunities for consumers to receive actual value, rather than messages, from brands.



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