What does a reimagined approach to targeting look like? Is a new prediction economy emerging in advertising?

In this mailbag edition of The MadTech Podcast, ExchangeWire CEO Rachel Smith and COO Lindsay Rowntree join John Still, head of content, to answer our listeners' burning questions on ad tech and media. They also examine Apple's explanation of its latest ad tech restrictions...

Apple's Ad Tech Restrictions

Business Insider reports that Apple has defended new restrictions in its WebKit browser engine. Apple argued that blocking cookies alone is no longer enough in a “post-cookie era”, and that people who share an email address to sign in or join a newsletter do not expect it to feed hidden tracking.

The company is using broad domain-level blocking so providers cannot sidestep the rules by changing how they send data.

Mindset & Receptivity Marketing

Azerion's Roxanne Harley asks:

“Traditional demographic segmentation has served brands well for many years, ensuring they are seen by their audiences; however, it doesn’t guarantee that these people will be receptive to that ad, on that channel in that particular moment – an ad that is perfectly targeted but delivered at the wrong emotional moment, is unlikely to have any impact.

This calls for a reimagined approach to targeting: what does this look like and how can ‘mindset and receptivity marketing’ fit in?”

The Prediction Economy

DAIVID's Barney Worfolk-Smith asks:

“Is a new prediction economy emerging in advertising, where forecasting creative performance matters more than measuring it after the fact?”

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Got a burning question for the ExchangeWire team? Drop your questions over to us and we'll answer in our next monthly mailbag special...