Audiences play an integral role in most paid media strategies.
The ability to create targeted audiences based on key indicators makes for a great way to hone in on warm audiences.
Audiences also act as a connector across campaigns and even channels, allowing advertisers to coordinate messaging and content throughout the funnel.
The struggle with analyzing audience data is that, historically, there has not been one cohesive view.
Audience performance was fragmented in disparate platforms depending on the channel and, further fragmented at the campaign level. – Read more