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The big picture: Why ad targeting is shifting from background to interests

Nielsen's annual Consumer 360 Media Summit in Washington, D.C. Photo: Sara Fischer/Axios

Speaking at Nielsen's Consumer 360 Summit in Washington, executives from brands, publishers and non-profits agree that using traditional demographics, such as race and religion, to target advertisements to people is often less effective than targeting people by their diverse interests, such as movies and hobbies.

Why it matters: Data-based marketing has made this type of targeting possible. In the past, placing TV or newspaper ads allowed marketers to target by age, gender and location. Today, there are many more targeting opportunities, and more diverse targeting can be more effective.