Media agencies and brands increasingly use synthetic consumer data to test and plan campaigns
Reported by Eric Mandell
35
News
TLDR
Goodway Group and other agencies are adopting synthetic audience data to test media plans before real-world activation.
Digiday reports that media planners, creative strategists, and CMOs are increasingly using synthetic consumer data to inform marketing decisions. Goodway Group has partnered with data firm Arima to integrate synthetic population insights into its media planning, allowing the agency to run incrementality tests in simulated environments before launching small-scale activations. The goal is to produce more accurate media plans using rapidly generated test data.
Was this useful?