Online marketers are faced with a conundrum in this fast-paced modern world where targeting consumer ads also means targeting consumer lifestyles. It’s not just exposing new products in new channels, but following multiple data points; such as sharing product reviews with friends through social media, mobile devices and blogs before making a purchase on affiliate sites. The organic process of following a consumer’s habit through data is possible through technological advancements like media buying, creative optimization and trading. But, it’s more than just about monetizing the long tail. These new advanced tools will radically alter the media purchase decisions on cross-channel premium sites and allow marketers to become the true rock stars that they were destined to be. Dean Donaldson offers 360 insights on how to find a new creative relevance within advertising.