Richard Dunmall shares his views on relying on JIC data
Read the complete article here
Richard Dunmall, President at Media iQ, talks to Campaign about relying on JIC data.
When it comes to buying data segments with the intention of reaching a certain demographic audience, planners should absolutely seek to use segments which have been verified by an independent measurement technology.
However, this shouldn’t be a blunt instrument used across all data segments. The way that planners within companies such as Media iQ use intent data to drive performance is selecting segments based on the statistical affinity they show with our advertisers’ brands and products. Additional verification on top of these segments would increase costs and limit segment customisation without necessarily improving performance potential.