From the Editor's Desk As this article argues, the common wisdom is that targeting intent is better than targeting demography when it comes to spending digital ad dollars. For example, your ad money is better used targeting Mr Sharma as he is searching for new cars on Google, as opposed to targeting Mr Verma who (fits the car buyer profile and) is going through vacation pictures on Facebook. However, what about creating the need to buy a car itself! Brands believe this is better done offline, through expensive TV commercials and print. This is not entirely true. In a world where consumers (especially millenials) are simply spending more and more time online, you have to target them there for both branding and lead generation - Comment
Exclusive: Ratan Tata may back mobile advertising platform InMobi Tata Sons’ chairman emeritus Ratan Tata is likely to invest an undisclosed amount in the Bangalore- and San Francisco-based mobile advertising platform InMobi, a source aware of the deal told Techcircle.in. The investment would add ad-tech space to his diverse startup portfolio.
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