Planning and buying advertising is no easy feat these days, thanks to a rapidly changing media landscape and a shifting population base. And no discussion about advertising would be complete without factoring in the evolving online landscape, particularly as topics like programmatic and viewability dominate so many of today’s conversations. While there is no single approach that will meet every situation, David Wong, SVP, product leadership, explains that the crux of any campaign should really come down to three key things: are you reaching the right audience, is your message meaningful to that audience, and did the message inspire them to do something.