Rachel Herbstman always had an interest in advertising and psychology and discovering, as she explained, "why people make the decisions that they make and how brand packaging and commercials impact decisions." Her first job out of college was in performance-based buying at a DR agency, "focusing on performance-based KPIs, as well as branding and efficiency," and then on to Modi Media, a division of GroupM. "It was one of the only agencies that had a centralized unit for advanced TV," she noted. In her current role as Senior Director of Platform Analytics at Cadent, she is able to fully explore her interest in consumer behaviors through the use of granular data.
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