"The shift to advanced audience buying is quickening, especially for streaming ad buys. More than 50% of NBCU's upfront deals this year were transacted on advanced audiences."
"Conversations about ad targeting center on advanced audiences, but measurement and attribution are the 'missing pieces' in the TV advertising puzzle. Attribution upgrades could help push more budgets from demo-based buys to advanced audiences."
"Buyers are more open to advanced audience transactions. It's easier to attribute campaigns and optimize them accordingly, compared to waiting weeks for marketing mix modeling reports."
"Advanced audiences span from in-market audiences to those with purchase propensity based on someone's online searches or purchase data, enhancing targeting effectiveness."
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