Media outlets sell ad space by guaranteeing a number of impressions and/or an audience size. But even if buyers are choosing a specialized, niche publication, these numbers are still generalized and won’t match buyers’ specific target audience. Proving an ad campaign will reach specific targets rather than a general audience would make selling ad space much easier.
A leading website that publishes stories and data on the financial markets, economic trends and business news was looking for a way to prove their value over competitors to a leading asset management firm to secure a lucrative media buy.
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