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Outside of premium video, a different set of attributes are required according to the platform. Individual talent needs to speak differently on Twitter versus Facebook versus Instagram. At the ARF session at Advertising Week New York 2021, Radha Subramanyam, Ph.D., President and Chief Research and Analytics Officer at CBS Corporation, shared how she and her team use data to inform what works best on a variety of platforms. Radha was interviewed by Brian Steinberg, Sr. TV Editor at Variety.