%0 Journal Article %A David F. Poltrack %A Kevin Bowen %T The Future is Now %B In Pursuit of a More Efficient and Effective Media Strategy %D 2011 %R 10.2501/JAR-51-2-345-355 %J Journal of Advertising Research %P 345-355 %V 51 %N 2 %X Poltrack and Bowen share a system that allows advertisers to have a 360-degree perspective of their core prospects with regard to media consumption, which will enable marketers to move beyond pure demographic reach to quality reach. %U https://www.journalofadvertisingresearch.com/content/jadvertres/51/2/345.full.pdf