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.