{"id":21253,"date":"2026-11-02T17:48:12","date_gmt":"2026-11-02T22:48:12","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21253"},"modified":"2026-11-02T17:48:13","modified_gmt":"2026-11-02T22:48:13","slug":"whos-checking-the-media-buy-featuring-spencer-potts-precise-ai","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/whos-checking-the-media-buy-featuring-spencer-potts-precise-ai\/21253\/","title":{"rendered":"Who\u2019s Checking the Media Buy? Featuring Spencer Potts, Precise.ai"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A campaign can hit its target and still leave marketers wondering whether they paid more than they needed to. This episode examines what attribution leaves unanswered about the cost of a media buy, how to use that information while a campaign is running, and who checks the decisions as more buying becomes automated.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Welcome to Modern Marketing and Measurement. <a href=\"https:\/\/www.linkedin.com\/in\/spencerpotts\/\">Spencer Potts<\/a>, Co-Founder and CEO, Precise.ai, joins us to discuss how agencies and brands can get a closer view of what their media dollars are doing. Using a prefab house, a game of Go Fish, and a healthy suspicion of black boxes, Spencer explains his approach to evaluating buying decisions, giving traders more useful information, and keeping a record that clients, procurement teams, and CFOs can examine.<\/p>\n\n\n\n<h2 id=\"h-five-key-talking-points\" class=\"wp-block-heading\">Five Key Talking Points<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Attribution does not explain the whole purchase.<\/strong> Spencer distinguishes assigning credit for an outcome from examining what each component of a media buy contributed relative to its cost. His focus is on the economics underneath the campaign results.<\/li>\n\n\n\n<li><strong>The components matter, and so do their combinations.<\/strong> Audience segments, data providers, publishers, and other signals all play a part in a buying decision. Spencer uses a prefab-house analogy to explain why examining those parts together could reveal a more efficient arrangement.<\/li>\n\n\n\n<li><strong>Campaign intelligence needs to arrive in time to act.<\/strong> Precise is designed to recommend changes while campaigns are running, with forecasts and confidence estimates. Spencer describes how actual results feed back into subsequent recommendations.<\/li>\n\n\n\n<li><strong>Automation still needs accountability.<\/strong> Spencer discusses how traders and AI agents could use the same economic information to make decisions. He also explains why Precise records its own recommendations and outcomes for review.<\/li>\n\n\n\n<li><strong>Shared learning requires permission and a way to recognize contribution.<\/strong> Spencer\u2019s longer-term vision involves organizations learning from one another\u2019s data while retaining control over what they share. His Go Fish analogy illustrates how finding a missing piece could improve a result and create value for the contributor.<\/li>\n<\/ul>\n\n\n\n<iframe title=\"Who\u2019s Checking the Media Buy? Featuring Spencer Potts, Precise.ai\" allowtransparency=\"true\" height=\"150\" width=\"100%\" style=\"border: none; min-width: min(100%, 430px);height:150px;\" scrolling=\"no\" data-name=\"pb-iframe-player\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=hiukm-1b9f390-pb&#038;from=pb6admin&#038;pbad=0&#038;share=1&#038;download=1&#038;rtl=0&#038;fonts=Arial&#038;skin=1&#038;font-color=auto&#038;logo_link=episode_page&#038;btn-skin=fb0584\" loading=\"lazy\"><\/iframe>\n\n\n\t\t<div class=\"brand-logos wp-block-advertising-week-brand-logos\">\n\t\t\t\t\t\t\t\t\t<div class=\"container brand-logos__content\">\n\t\t\t\t\t\t\t\t\t<h2\t\t\t\t\t\tclass=\"brand-logos__heading h1 brand-logos__heading--align-center\"\n\t\t\t\t\t\tstyle=\"--aw-iac-underline:#ffeb3b\"\n\t\t\t\t\t>Listen &amp; Subscribe<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__grid has-3-columns\">\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/podcasts.apple.com\/us\/podcast\/modern-marketing-measurement\/id1831113980\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/applepodcasts-badge.3ef14700864f.svg\" alt=\"applepodcasts-badge.3ef14700864f\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/open.spotify.com\/show\/4vORpYLYTj8A1JFWibSvn1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/spotify-badge.96aadbd23096.svg\" alt=\"spotify-badge.96aadbd23096\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/www.youtube.com\/watch?v=EFhe8aY8_t0&#038;list=PLcTvMd3G4U6_Doo0PKJQlDTIyMgsdFNud\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/youtube_player-badge.9bfab4521c68.svg\" alt=\"youtube_player-badge.9bfab4521c68\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\n\n\t\t<div class=\"aw-pl-block wp-block-advertising-week-post-listing\">\n\t\t\t\t\t\t<div class=\"aw-pl__surface\" style=\"\">\n\t\t\t\t<div class=\"aw-pl container\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"aw-pl__header\">\n\t\t\t\t\t\t\t<h2 class=\"aw-pl__title aw-pl__title--has-separator h2\" style=\"\">Read About It<\/h2>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<ul class=\"aw-pl__list\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"aw-pl__item aw-pl__item--row\">\n\t\t\t\t\t\t\t\t\t<a class=\"aw-pl__link aw-pl__link--row\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/what-did-that-media-spend-actually-buy\/21250\/\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"aw-pl__media aw-pl__media--thumb\">\n\t\t\t\t\t\t\t\t\t\t\t<img width=\"320\" height=\"180\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/11\/spencer-potts-piece-320x180.jpg\" class=\"aw-pl__image wp-image-21251 aw-card-img\" alt=\"\" loading=\"lazy\" decoding=\"async\" sizes=\"(max-width: 767px) 30vw, 180px\" data-aw-card=\"1\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/11\/spencer-potts-piece-320x180.jpg 320w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/11\/spencer-potts-piece-300x169.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/11\/spencer-potts-piece-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/11\/spencer-potts-piece-640x360.jpg 640w\" \/>\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"aw-pl__content\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"aw-pl__post-title h6\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\tWhat Did That Media Spend Actually Buy?\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"aw-pl__excerpt\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\tA campaign can deliver the desired result without settling whether every part of the media buy earned its cost. On Modern Marketing and Measurement, Spencer Potts, Co-Founder and CEO of Precise.ai, makes the case for looking beneath campaign totals to examine the buying decisions that produced them.\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Bryan Quinn, CEO and Co-Founder, Shopsense AI, joins us to discuss what it takes to connect the products people see with shopping experiences they actually want to use. From changing fashion preferences to the influence of Yellowstone on his own wardrobe, Bryan brings practical examples and humor to a conversation about product data, advertising relevance, and the budget silos that keep discovery and purchase too far apart.<\/p>\n","protected":false},"author":26,"featured_media":21254,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[34,23],"class_list":["post-21253","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-modern-marketing-measurement-podcast","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Who\u2019s Checking the Media Buy? Featuring Spencer Potts, Precise.ai | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/whos-checking-the-media-buy-featuring-spencer-potts-precise-ai\/21253\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who\u2019s Checking the Media Buy? Featuring Spencer Potts, Precise.ai\" \/>\n<meta property=\"og:description\" content=\"Bryan Quinn, CEO and Co-Founder, Shopsense AI, joins us to discuss what it takes to connect the products people see with shopping experiences they actually want to use. From changing fashion preferences to the influence of Yellowstone on his own wardrobe, Bryan brings practical examples and humor to a conversation about product data, advertising relevance, and the budget silos that keep discovery and purchase too far apart.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/whos-checking-the-media-buy-featuring-spencer-potts-precise-ai\/21253\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-11-02T22:48:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-11-02T22:48:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/11\/spencer-pots-hero.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"becky\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whos-checking-the-media-buy-featuring-spencer-potts-precise-ai\\\/21253\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/whos-checking-the-media-buy-featuring-spencer-potts-precise-ai\\\/21253\\\/\"},\"author\":{\"name\":\"becky\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/691c982d02f2c27abe252eb0ce31e03b\"},\"headline\":\"Who\u2019s Checking the Media Buy? 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