Can We Predict Reach Better?

A lot of advertisers come into sort of saying, well, how can we best lean into fragmentation to get the best results for our spend? We felt that a quantitative approach was needed because media was changing so fast. It's often possible to predict something with relatively high accuracy without actually understanding how that thing works in totality. And so we set out to build a quantitative solution to build, to be able to better predict how brand measures would move based on the investments we were making in media.