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

Fragmented consumer behaviour, 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.