“The Sell Sider” is a column written for the sell side of the digital media community.
Thanks to COVID, the old benchmarks no longer apply.
Take grocery shopping, said Klarn DePalma, EVP of MNI Targeted Media, a division of Meredith Corporation that helps brands develop and activate digital media strategies.
“Online shopping has fundamentally changed the way we go to the grocery store compared to how we did it two or three years ago – and now there’s the question of what grocery buying will even look like in the future,” DePalma said.
But when the baseline of an accepted consumer behavior changes, he said, “we just have to come up with new ways to target those people.” MNI has a bunch of tricks, products and services up its sleeve to reach people in novel ways.
Omnipoint, for example, is MNI’s proprietary analytics platform which looks at a combination of anonymized first-party data, aggregated historical…