Is the future of marketing more about behaviors or opinions? The conventional knowledge is that with big data and targeting, advertising has never been better at reaching audience segments and telling them what to think. But in an always-on, hyperconnected world, who people are and what they think might matter less than what they’re actually doing. If consumers are always addressable in real-time, then brands must focus more on understanding the moments that matter—not just the segments that they reach. In this session, speakers from DigitasLBi, MediaPost, Mullen, and Capsaicin LLC will explore how brands are gaining better behavioral insights, how marketers are (or aren’t) providing value to consumers in the moment, and how this new emphasis on behavior will change the brand strategy process of the future.