Great points again. You’re right. Networks are the ones that have the responsibility of understanding their audience from the start. They are the ones that have deployed screens in particular locations–either because of the high dwell time or the receptivity of the marketing channel. From my experience, even some experienced networks have a hard time identifying their core audience because they can’t justify mass media distribution hitting clusters of an advertisers target market. The bottom line is that advertisers want to get as narrow and niche as possible to eliminate waste. This is why the SMARTEST network will be the most effective, not the LARGEST. The smartest network will have the ability to not only aggregate all major networks, but also the ability to build a campaign using select screens from different networks. This way, advertisers are able to eliminate waste and target audiences more efficiently.