Disruption is uncomfortable, but it can be good for business. At the recent 2021 ANA Media Conference, leaders from media, agencies and brands emphasized the need to set aside outdated ad buying standards, like age and gender, in favor of more holistic audience targeting and data-driven strategies. Two companies in particular, A+E Networks and agency holding company dentsu, stood out among the crowd with their innovative solutions to target audience reach as well as gain effective ROI for their clients ad campaigns. While there's no full industry consensus on these proposed methods, there is growing agreement that the current system needs an overhaul.
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