Despite the fact that technology now makes interest-based targeting at scale viable, most digital campaigns are still built around demographic insights. And a big reason for that is just our natural desire as marketers to be in control. Since we live in a world ruled by ROI, focusing on the knowns (tangible demographic facts) over the unknowns (enigmatic interests) makes perfect sense. It helps explain why we gravitate towards programmatic advertising platforms; we can target, hyper-target, and slice and dice data until we think we’ve reach our intended target demographic…