by Dana Lee on 18th Aug 2026 in VoxPops

Disney Jacob, director of business development, data & audiences, at Affinity Answers, joined us at ATS Singapore to discuss the industry's progression from reach to relevance.

Disney highlights how the industry is shifting its focus away from broader demography and category-level audiences. While purchase data was once considered the holy grail, data sets such as social engagement serve as better predictors of future purchase intent. The granular signals available today open up new opportunities for advertisers to experiment with niche audiences that give better ROI.

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