• Kristina: We’re seeing a switch in the way marketers buy campaigns – from media buying to audience buying.
  • Machine learning is another technology that makes this useful because if you have a small audience list but want to reach a lot of people, it would be infeasible to figure out who resembles your small audience without modeling and machine learning that continues to figure out more people in the total audience pool that resemble the starting seed group.
  • No one media platform will have all of your audience or all of your audience’s attention so you need to figure out how to keep track of who you are reaching and what they’re responding to.

    Source: http://www.bizreport.com/2018/01/why-marketers-must-buy-audiences-3-tips-to-create-an-audienc.html