Biographical Information

Articles for Rachel Herbstman

The 13% Problem: Why Identity Accuracy Is Advertising’s Blind Spot

Recent reporting from an independent third party found that using an IP address as the signal to target in a household-based environment like CTV is only 13-16% accurate. In other words, for every $1 of media investment aimed at a specific audience, about 85 cents is wasted right out of the gate… so is it really worth the premium?