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Ehrenberg-Bass researchers readily admit that consumers are heterogeneous in their brand preferences. Yet, they ignore the possibility that consumers also vary in their expected responsiveness to advertising even though they are mathematically linked.

New Evidence…The Power of Movable Middle Targeting Across Sectors

In: ad waste, brand marketing, MMA Global, Mobile marketing Association, Movable Middle, ROAS, Viant
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Movable Middles are up to 23 TIMES more responsive paid media. Show this to your CFO the next time your ad budget is challenged.

Math and AI are optimizing tactics, refining targeting, and transforming creative processes for significantly improved outcomes.

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Turn trackers into a predictive tool… input ad spending increases and alternative attributes