“With the emergence of big data and people-based IDs, advertisers have been shifting to a new, more precise deployment strategy – High Value Audiences (HVAs). In this piece, Chief Marketing Scientist Michael Heberle assesses HVAs as it relates to demographic and contextual targeting, and how this emerging strategy for reaching customers has been adopted across the industry. Further, he features insights from a recent research study, “HVAs – From Cookies to People,” as conducted by the media trials team.

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