Erin Boudreau

Out-of-home media has long been valued for its ability to reach audiences in real-time. But as the channel evolves, expectations around measurement, accountability and proof of performance have only increased. PlaceBased Media, knows this well. The Minneapolis-based agency operates a large-scale network of digital and static displays that reach at-risk populations with health-related messaging where critical healthcare decisions are made.

How does content influence purchasing decisions in a zero-click environment? That’s the challenge Partnerize focuses on with VantagePoint™, a measurement and authority layer that helps advertisers and publishers quantify publisher influence across AI-driven consumer journeys where traditional click-based tracking no longer exists.

For media buyer Kathy Jahns, access to reliable audience data is essential to doing her job effectively. Jahns works with agencies to plan and execute media buys across multiple markets, including print and digital media. “We work with agencies that don’t have buyers in house to provide all the information they need to make an informed buy,” Jahns said. Jahns relies on AAM’s Media Intelligence Center to access ZIP code or county-level data.