Media Buying Briefing: Synthetic audience adoption by agencies and clients takes off
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More media planners, creative strategists and CMOs are basing marketing decisions on insights gleaned from the behavior of synthetic consumers.
The latest example comes courtesy of Goodway Group, which has struck a deal with data company Arima to incorporate insights drawn from a “synthetic population” of U.S., British and German consumers into its media planning processes, Digiday has learned.
According to Paul Frampton-Calero, CEO of Goodway Group, the solution will allow Goo
The latest example comes courtesy of Goodway Group, which has struck a deal with data company Arima to incorporate insights drawn from a “synthetic population” of U.S., British and German consumers into its media planning processes, Digiday has learned.
According to Paul Frampton-Calero, CEO of Goodway Group, the solution will allow Goo
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