The biggest advertising moment of the year is also one of the biggest opportunities to make media work harder. A new study from the Digital Twin activation platform Parallel finds that World Cup advertisers could lift the resonance of their placements by almost 50% by optimising how strongly an ad lands with the customer watching it, rather than to contextual category alone.
That’s the key finding of the first Customer Suitability Report from Parallel, the UK-Australian start-up whose human-calibrated digital twins score resonance – the…
