As brand budgets transition from TV to digital, audience guarantees and validation are becoming more commonplace. In a world where brands are seeking greater accountability, publishers must deliver in-target audiences with great efficiency and accuracy – using fewer impressions to reach a brand’s target means overall inventory can be better monetized.
With the availability of data and innovations in targeting, publishers now have a wealth of options to meet campaign needs.
Matt Clark, head of publisher development at Quantcast, explores the ways in which publishers can take advantage of audience data to help meet guarantees and garner exceptional yield in this session at the recent Digiday Publishing Summit.
Originally published in Digiday on November 1, 2013