'High Value Audiences' Trump Demos, Contextual As An Advertising Target
- by Joe Mandese @mp_joemandese, April 8, 2020
To understand the impact and value of targeting consumers based on so-called HVAs (high value audience breaks), IPG Mediabrands Magna and IPG Media Lab units conducted an in-depth study comparing various ad lift metrics using traditional targets such as demographics and contextual, as well as custom HVA segments created by …
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