Advertisers Play Catch Up to Media Fragmentation

  • 1 min read

A new Yankee Group study of consumer media habits identifies the rapid spread of media fragmentation and consumer audience segment’s multi-tasking approach to media consumption. This growing fragmentation yields a double edged sword for advertisers. Fragmentation and multi-tasking begets deeper and more effective targeting yet creates daunting marketing challenges.

Picture of Steve Hall

Steve Hall

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