Media Companies and Buyers Are Finally Getting Serious About Data and Audience-Targeted Advertising

Upfront surge bodes well for fall’s scatter market, and OpenAP’s beta launch should accelerate deals

This year’s upfront market ended up being far healthier across the board than many had anticipated. Yet no sector was stronger than data-based advertising, which uses data sets from buyers or marketers to target audiences outside of Nielsen’s traditional age and gender demos that make up the C3 and C7 currency.

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This story first appeared in the Aug. 21, 2017, issue of Adweek magazine. Click here to subscribe.