Gary Sherwood, vice-president of client solutions at Resonate, says it reaches 90 per cent of US adults online, and can analyse 7,000 of their different “attributes”, including “demographics, media consumption, values, and motivations”.
Resonate can tell that supporters of Bernie Sanders, the Democratic presidential candidate, are more likely to go to Mexican fast-food chain Chipotle, while Donald Trump fans prefer the drive-in restaurant Sonic. It has also geo-targeted the US Capitol complex with adverts aimed at convincing legislators and their staff to vote for the reauthorisation of EXIM, the export-import bank of the US.
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