The answer of effective targeting lies in a productive middle ground between mass reach and segmentation targeting, where more productive audience models can be built based on Behaviors, Emotions and Moments.

• Behaviors: Have consumers demonstrated (or exhibited proxy behavior) that indicates interest in a specific or related product area? Have they actively sought out or mentioned a particular product or service?
• Emotions: Has a particular product or service suddenly become more relevant? Are consumers posting emotional responses that suggest they would be receptive to certain brand messages?
• Moments: Has a trigger like weather, transportation snarls, or other live events caused a product or service to become suddenly relevant? Has the consumer entered a specific location where helpful products are easily available?

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