Exec: Behavioral targeting is too reductive

12/21/2009 | Forbes

Narrow targeting may seem attractive, but it fails to tap into the complexities of human behavior, according to Leo Burnett's chief creative officer, Susan Credle. "Advertising exposes people to choices," Credle says in this interview. "Advertising might show me something that I'd never thought about before, something that might make a difference in my life."

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