The Professor’s Perspective Episode 4: Potential in Advertising
05.26.2023 
David Gustafson
4 min
Advertising potential is traditionally correlated with reach. In this episode of The Professor’s Perspective, we unpack some of the nuances that go along with how advertising potential is measured – and how it all comes down to having a strong overarching marketing strategy.
About the Author
David Gustafson
As Cox Media’s Director of Audience Research, David drives positive outcomes for marketers by applying a unique blend of data-informed analysis, industry expertise, and storytelling skills that have earned him a tenured role as the company’s “Professor.” Specializing in audience measurement and market intelligence, David is a member of the Ampersand Cross-MVPD Research Committee, Nielsen Local Policy Guidelines Committee (PGC) and VAB Measurement Innovation Task Force, as well as client advisor to Comscore.
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