A new study finds that viewers’ income and likelihood of buying a product are not the factors that determine how much it costs to reach them— it’s how active they are on the platforms where the ads run. Television advertisers consider men between 18 and 34 a coveted demographic—they’ll spend as much as three times more to reach them than they will on women and older adults. Online, it’s just the opposite. On platforms such as Instagram and TikTok, older audiences can be more expensive to reach. These price discrepancies Read More