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Why smarter media allocation — not bigger budgets — is driving better reach
Susan Leland, director of audience insights, NPR In an increasingly fragmented media landscape, optimizing ad spend to ensure both maximum reach and meaningful engagement has become a critical challenge for brands. Brands often suffer from inefficient oversaturation in traditional channels, which wastes ad dollars by hitting the same small segment of the audience repeatedly. Crucially, […]
February 3, 2026
