How and where you spend your marketing dollars is transforming. For many, a big part of the spend used to be driven towards brand loyalists. Today, we see loyalist targeting shifting towards organic and more working dollars allocated towards acquiring new customers. Amidst these trends, technology, legislative and platform changes are leading brands to (re)discover interest based targeting in place of traditional demos. The days of predetermining what becomes TV spot vs an online video targeted at women aged 35-44 are sun-setting as marketers plan with more sophistication. Marketers are thinking about quadrants, ’this appeals to brand loyalists’ and ’this to non-loyalists’, and what order of messaging is most effective. Compound these changes with how non media channels are playing into the interest based mix including the rise of influencers and the return of experiential. So, let's discuss how interest based targeting is reshaping how we think of targeting and what effectiveness means given these shifts in spending.