Traditional advertising – through media such as newspapers, magazines, radio, television and billboards – has focused on obtaining maximum viewership with the hope that the target audience will be among the viewers.
In our digital age, as advertisers continuously seek new modes of advertisement to keep up with advancements, the concept of target advertising has been introduced. This form of advertising aims to reach a product’s target audience and not the general public, through tracking and analysing a person’s computer usage to determine their characteristics, interests and preferences.
The object is to enable an advertiser to advertise its products or services only to people who would be interested in them, thereby saving costs as well as ensuring that members of the target audience are not left out in an advertising campaign.
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Shubneet Panjete is a senior associate at Lall Lahiri & Salhotra, which is an IP boutique based in Gurgaon.
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