How to use location-based planning to improve media precision and personalization

Fragmented consumer behavior, tighter budgets, and rising pressures on marketing to deliver greater revenue impact are creating an increasingly challenging media planning landscape.To understand what’s holding advertisers back and where the opportunity lies, DAC commissioned Forrester Consulting to conduct a 2026 study among B2C marketers to evaluate how zip-code-level consumer cohorts as an audience and media planning strategy can address these challenges.
The resulting study uncovers actionable insights to help teams boost ROAS, personalize at scale, and strengthen the case for their media investments.