Audience-Based Buying Is Taking Over -- How Advertisers Can Successfully Adapt

MediaPost Op-Ed by Marianne Vita, VAB SVP

As 2021 rolls along, we continue to educate the industry on the importance of an audience-first buying mindset. We have published multiple pieces of content and dedicated an entire week to sharing more on what audience-based buying is, why those in the industry should prioritize learning about it, and how to fully adopt the practice. As part of our commitment to educating marketers and advocating for this shift, we are pleased to share with you this article published in MediaPost, Audience-Based Buying Is Taking Over -- How Advertisers Can Successfully Adapt. In this piece, we share more on what's needed to prepare for the "significant shift" towards an audience-first buying strategy that's expected over the next three years.  

This piece highlights for marketers what audience-based buying is, how to examine the strength of your organizations training and tools, how to prepare for the future by testing and learning what works for your brand, and ultimately what employing an audience-first buying strategy can achieve.

By Marianne Vita