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Agencies lean on synthetic consumers for media planning

Digiday’s Sam Bradley reports that Goodway Group struck a deal with Arima to use a “synthetic population” of U.S., British and German consumers for incrementality testing, joining WPP, Dentsu and Vurvey Labs clients like Kenvue in adopting AI-generated audience data.

Why it matters. Agencies get a way to pitch rapid, simulated incrementality testing as a substitute for slower, costlier live market tests.

Signal from digiday.com · Sam Bradley · read the original.

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