UM’s Natalie Monbiot On What Location Data Means For Media Buying And Planning

November 16, 2016 | Share this article

Over the past decade, programmatic exchange tools, real-time bidding, and behavioral targeting has changed the way advertising is bought and sold. But as mobile has taken off and blurred the lines between online and offline marketing, agencies and their clients have felt acutely challenged by the possibilities of targeting consumers based on where they go.

With so many vendors pitching media buyers and planners on geofencing, beacons, and other location business services, Natalie Monbiot, SVP, Managing Partner, Strategic Innovation at IPG Mediabrands’ UM, offered a look at how she approaches each new tool that’s presented to her and her media shop following her appearance on a panel at Yext Location World conference this month.

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