With deep roots in household targeting, Nielsen is no stranger to helping marketers manage reach and frequency at this level. But increasingly, marketers relying on Nielsen Marketing Cloud want to do this at an individual level as well. eMarketer’s Lauren Fisher spoke with Greg Bayer, Nielsen Marketing Cloud's senior vice president of product, about how marketers can strategically coordinate their use of household- and individual-level targeting to have more control over reach and frequency—and how to avoid overspending on ads and annoying their customers. Bayer was interviewed as part of eMarketer’s July report, "Ad Targeting 2018: Households, Individuals or Both? Why a Blended Approach is Often the Answer."