Too often marketers conflate these two terms. Quantcast's SEA MD disentangles them.
Quantcast's SEA MD argues that every metric you look at, every audience you try to reach, and every methodology you use must be evaluated as part of a cohort.
Agencies need to lean into platforms that help them—and their clients—understand nuanced audiences and how to use the differences to improve ROI, writes the Southeast Asia MD at Quantcast.
Measurement is flawed, fragmented and potentially misleading for marketers. Quantcast's SEA MD lays out advice for weighing the pros and cons of different approaches, reducing bias and making informed decisions.
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