Chief revenue officer Niall Moody says knowing where someone watches the World Cup reveals more about them than knowing they like football.
A person buying a new television days before the World Cup is exactly the kind of consumer many advertisers struggle to identify.
Not because the signal isn’t there, but because most targeting systems are designed around who someone is, not what they’re doing right now.
According to Niall Moody, chief revenue officer of Nano Interactive, that distinction matters more than ever during major sporting events, when short-lived intentions can be more valuable than long-term audience profiles.