If “location, location, location” is real estate’s mantra, then “right audience, right time, right context” is marketing’s maxim. Advertisers must reach the right person with the appropriate message on the exact channel at the moment the prospect is using it. This can be particularly challenging in the digital landscape, where audiences cross screens and platforms with ease (for them). The complexity of deploying ads in this cross-platform environment is offset, however, by the opportunity to target unique -- even individual -- audiences with more precision, leading to a better engagement between a brand and its prospects
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