There’s not just one thing that drives good advertising. In a sense, there’s really three things: reach, resonance and reaction. And while it’s critical that advertising reach the right audience, it’s just as important for messages to mean something to the audience when they’re delivered. That’s why it pays to have specific insight into how each ad campaign is performed. And, as Randall Beard, President, North America, explains, today’s technology can provide marketers with much of that insight before the campaign even starts.