Preference Tool in Agencies

Preferences, the tool for working with the personality dimension of audiences and objects, is now being used by several Agencies and Companies in their business.

In December 2011, three large media Agencies with combined revenues of over $100 mn have been using Preferences on a commercial basis to create targeting segments in campaigns. With all of them, we are now discussing bespoke integrations of the tool into their targeting platforms. Around 25 campaigns in the UK and the US in December were structured with personality data.

Other Agencies, both Creative and Media, have been running trials with Clients, exploring how Preferences creates insights and benefits for brands.