Digiday: ‘DAU is taken with a grain of salt’: How media buyers define scale on platforms

A look at how media buyers evaluate the numbers the platforms report out, like monthly active users and monetizable daily active users.

Excerpt: Buyers look at demographics, like age, location, household income and interests, and if they can reach them through a certain time period with a particular budget, said Lisa Reid, associate director, search and social at Mindshare.

“Comparing the scale is nuanced. From an advertiser standpoint, we use these numbers to support and directionally inform channel strategy and investment. However, once we are able to see where our audience is, we can rely on the platforms to tell us potential audience reach given a certain budget and flighting period,” Reid said.

Read the full piece on Digiday.