It's two exclusive conversations in one episode! At the recent #possible2025 conference, host E.B. Moss conducted two short insider interviews that were long on advertising industry insights. Peter Jones, VP of Revenue at Premion explained why local advertising is booming, the importance of data-driven strategies, and how omnichannel measurement is revolutionizing campaign attribution Then, Sheila Marmon, Founder and CEO of Mirror Digital discussed the $6.8 trillion buying power of diverse audiences, digital innovation for inclusive marketing, and why brand are best served by connecting with multicultural consumers. More About S2 Episode 38: You'll understand the two powerful market forces reshaping advertising today: the renaissance of local advertising and the still key need for inclusive audience reach. With local advertising projected to reach $33 billion this year (growing at 16% year-over-year), Jones shares how advertisers can make data-driven decisions that prioritize "outcomes over impressions." Learn also how Premion helps local and regional advertisers leverage the same sophisticated targeting and measurement capabilities previously available only to national brands. Plus, he breaks down why their TAG Platinum certification combined with their approach to business means all their inventory is brand safe. Plus, their acquisition of Octillion's DSP technology, and a fascinating case study of a restaurant chain measuring direct sales impact from their advertising campaigns, rounds things out. In the second segment, Marmon explains how her company has pioneered connecting brands with diverse audiences across digital platforms for over 13 years. She breaks down the misconception that multicultural audiences are "niche," revealing they represent 43% of the US population with $6.8 trillion in buying power – larger than the GDP of any European or Latin American country. And reminds us how women drive 80% of household purchasing decisions. It might be why Mirror Digital has worked with major brands like General Motors, Verizon, and Amazon. Key Highlights and Moments: [ [ [ [ [ [ [ Check out more episodes of Insider Interviews at bit.ly/InsiderInterviewsPod and please follow us on social media for the latest in media, marketing, and advertising insights. (And would love your support at https://buymeacoffee.com/mossappeal or just a "like" and a share right here!)