Intent has become one of the most overused words in advertising. Every platform claims to read it, yet few can show how.
At Nano, we believe the word is worth defending, because when it is properly understood, it changes how media should be planned and bought.
This paper makes a simple argument: what someone is likely to do next is shaped far more by their context and behaviour than by who they are on paper.
A demographic label tells you little. The content someone is reading, the mood it creates, the device in their hand and the habit they are in the middle of tell you far more.
Taken together, and without ever identifying the person, those signals can predict behaviour and be tested against real outcomes.