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Media Buying Briefing: Synthetic audience adoption by agencies and clients takes off
Digiday·October 12, 2026·1 min read
AI Summary
Agencies such as Goodway Group are integrating synthetic data stacks into their media planning processes to enhance targeting and campaign strategies. Clients are also adopting synthetic audience technology for applications including product design and creative strategy development.
From the source
Agencies like Goodway Group are incorporating synthetic data stacks into media planning, while clients use the tech for product design and creative strategy.
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