During the past few years, the advertising industry has focused on and perfected the art of buying audiences. But until now, controlling the environment in which ads appear across large volumes of inventory has been nearly impossible.
- Does the message align with the brand and its objectives?
- Did we strike the balance between the message getting in front of the most people on the one hand, and targeting that message to the right group to be influenced- mass marketing vs. targeted marketing?
- Is the message in an environment appropriate for the brand?
- Can all this be accomplished in a way that the campaign performs, but performs relative to investment efficiency?
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