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To What Do I Owe This Success? – Optimizing TV Ad Campaigns to Drive Automo...

To better understand how advertising – and specifically, TV advertising – drives consumer behavior, Comscore compared gross ratings point (GRP) volumes* to automotive shopper** volumes for two major a...

What’s Old is New Again: The Renaissance of Contextual Targeting

For many marketers, evolving global privacy standards – like GDPR – have cast a shadow over the future of advertising, but the reality isn’t as apocalyptic as some might suggest. As marketers attempt...