Affinity Answers founder and CEO Sree Nagarajan was interviewed by AdExchanger, discussing a variety of topics including the value of social affinity data for activating, planning, and measuring media campaigns.

In the interview, Nagarajan highlights the value of extending audiences using social affinity:

“The core problem we solve is audience extension. At the bottom of the funnel are purchase and intel data. While highly precise, they don’t have enough scale for advertisers. Broad demographic data has enough scale, but isn’t specific enough for the brand. If Coke buys an audience of 18- to 54-year-old men and women in the United States, it faces a huge problem with audience extension at the bottom of the funnel. We use social affinity to solve that.”

You can check out the full article on AdExchanger. Interested in learning how social affinity can power your next campaign? Get in touch – we’d love to hear from you.