Media Storm CEO Says Audience Planning Is Where TV And Digital Agencies Align

AdExchanger reported on comments from Media Storm CEO Christina Norman describing how television and digital advertising agencies are converging around data-driven audience planning rather than traditional demographic targeting. Norman discussed the agency's proprietary analytics platform, Juba Plus, and described using lookalike modeling to uncover unexpected viewership segments for client campaigns. She said identifying and reaching audiences "in the right medium at the right time" is where TV and digital agency strategy now align.

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