Most of the world’s largest marketers focus on age and gender when they plan and buy media, notes Group M Global President of Business Intelligence Brian Wieser. “This is especially true for campaigns designed to build brands and even more true for those which rely on video.” To meet this focus, Wieser says, “demographically-based audience guarantees were established as a standard transaction term, and they persist as a means for helping marketers prioritize which inventory they want.”
