There is a beautifully romantic quote from Michelangelo, dating back to the early 16th Century. When asked about how he creates his masterpieces he responded:
"I saw the angel in the marble and carved until I set him free."
Wow, he was good wasn't he :) Rolling forward 5 centuries, earlier this week I was back at the 4 day
in Scottsdale, AZ, an unquestionably fun and useful event, which had many highlights, but hijacking a golf cart in the middle of the night was a new experience for me!
Anyway, I was sat listening to another digital media company pitch their solutions, and the Michelangelo quote came to mind. Just as he began with the block of marble and saw the angel within it, we do something similar in digital media (although admittedly less beautiful!). We all start with the total US population and chisel away until we are left with the audience that we envisaged. For Chango, that vision is determined by search data, but others use social, contextual or behavioral data for theirs.
Therefore, the question for the media buyer is who's vision of the angel is more beautiful?