"“It’s not one or the other. It’s a compound statement. You still want to garner reach, but being relevant to the right reach is the most important thing for brands. You can gamify any system to go after tonnage for a lower cost. It doesn’t mean you’re standing out.”"
"“[Relevance over reach] is a shift in how you think about your measurement ecosystem, [asking] a more fundamental question, not: how many people saw this? But really, who was this truly right for right now? And did it change your behavior?”"
"“Hershey's has been working with companies like Mutinex and Tracer.tech to speed up media measurement reporting and, in turn, their media investment decisions. The confectioner spent a year developing a system of several AI agents that provide media modeling for campaigns over the course of weeks, not months.”"
"“It’s also helped steer investment decisions, such as a recent lean into Reddit, and will be informing the advertiser's approach to the current TV upfront season.”"
Hershey’s uses agentic technology to improve media measurement and speed up reporting for campaign planning. The company worked with partners to build a system of multiple AI agents that deliver media modeling over weeks rather than months. The approach shifts focus from maximizing low-cost reach to prioritizing relevance to the right audience at the right time. It reframes measurement from counting impressions to evaluating whether advertising is truly right for current needs and whether it changes behavior. The resulting measurement framework informs spending decisions, including exploring new channels such as Reddit, and will influence planning for upcoming TV investment cycles.
Read at Digiday
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