M&C Saatchi says brands must adapt to the lack of precision in the new ad targeting reality


Guillaume Lelait Performance’s Managing Director, Americas at M&C Saatchi

Episode summary

The ad industry may need a bit of a reality check when it comes to ad targeting and the kind of consumer data brands can rely on.

Guillaume Lelait, M&C Saatchi Performance’s Managing Director, Americas, says that recent moves by Apple and Google to limit how brands can target people across the web are making things more challenging for advertisers – and they may have to accept less precision.

On the flip side, Lelait sees huge potential in the use of incrementality, as more marketers strive to isolate the impact of each partnership.

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Meet our host: Mike Shields

Mike Shields is the founder of Shields Strategic Consulting. Shields covered the ad business for over 15 years at top publications including The Wall Street Journal, Business Insider, Adweek and Digiday.

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