Static segments with fixed time windows and geography rules are giving way to behavior-based targeting that uses real-time signals. Most advertisers still blast broad ads instead of targeting intent, but precision marketing delivers better results.
From a segmentation-specific standpoint, I think the biggest shift that we're going to continue to see over the next few years is really moving us from like these old-school static rules to being able to target actual behaviors, right? So like what we kind of call signals or intent. I think everybody would agree where it's like precision marketing works better, but yet we still do these big blasts and it's sort of like advertising to people on Meta by geography only while like ignoring the ability to use interests and things like that. So that's sort of the idea, at least on the segmentation side in our mind of what we're doing is it's really trying to move us from these static rules, 90 days and 30 days into using the Behavioral data to do better targeting. Subscribe to the pod.
