Audience targeting in general merchandise has embraced AI-driven segmentation, first-party data strategies, and retail media networks to stay effective amidst privacy regulations. Predictive modeling, real-time optimizations, and advanced retail media metrics are key, while contextual targeting and alternative identity solutions address privacy concerns. Adaptability now rivals precision in importance for brands.

Highlights:

• Audience-targeting challenges in general merchandise

• The value of diversifying targeting strategies

• Third-party data vendors’ role in that diversification

• The power of verified data