One simple example is the practice of audience segmentation which as an applied science has been taken to new heights by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where they fall in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand if they find their targeting parameters yield highly engaged and highly profitable audiences.

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