Ms Palmer said that there was no goldplate standard and that efficiency is hard to achieve in older properties, adding that there are already tighter standards of efficiency in Wales than in England.
But a little scratching on the gold-plate of this ideal reveals it for what it is: a modern targeting technique, albeit a big step up from zip-codes, but certainly neither an answer to what consumers expect of brands in the digital space nor a guarantee of increased attention or ad contagion of the desired viral variety.