During her presentation to the Advertising: Who Cares? event last month, IPSOS’ Samira Brophy quoted Charles Vallance, Founder of VCCP in a piece he called The Tyranny of Targeting:

“Modern media analytics is in danger of reducing the medium back to being the medium alone. If we continue down this path, we may end up on a fool’s errand, mistaking accuracy for effectiveness and precision for persuasion.”