Measuring the Accuracy of Audience Targeting across Campaigns and Tactics

Advertisers face a complex set of variables that affect the performance of any campaign: creative, frequency, publisher, day part, and audience targeting just to name a few. As we explored previously, this last variable is one of the most critical to optimize and yet is most difficult to validate.

Upwave’s targeting verification product is built to help advertisers understand the accuracy of their audiences and tactics by (a) establishing a census rep baseline for the unique target audience and (b) measuring the makeup of the population reached by the campaign against the baseline. Equipped with that understanding in real-time, advertisers are able to make effective budgeting decisions that truly account for reach v. accuracy trade-offs while the campaign is in-flight.