Marketers Will Shift Away from Targeting Age, Towards Individuals Based on Interest

Ad executive Eddie de Guia predicts that 2016 will be the year marketers shift away from targeting age-based cohorts (e.g. Millennials) and toward individual users based on interests. It’s the ultimate goal of Big Data—but even he admits these data are most useful overlaid on groups and shouldn’t supplant them altogether.

—Advertising Age