WPP Media is testing synthetic audiences based on charity donations for programmatic buys
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Synthetic audiences have become a common tool within media agencies, but buyers drew a line at using them in programmatic buying. WPP Media’s latest move may redraw that line.
The British agency holding company’s media arm struck a partnership with Givsly, a tech company founded in 2019, to use synthetic audiences based in part on charity donation data to target media buys in the United States.
According to Tara Sadlak, group director of media delivery at WPP Media, early tests carried out
The British agency holding company’s media arm struck a partnership with Givsly, a tech company founded in 2019, to use synthetic audiences based in part on charity donation data to target media buys in the United States.
According to Tara Sadlak, group director of media delivery at WPP Media, early tests carried out
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