As television becomes more addressable, automated and data-driven, planning and buying are increasingly dependent on the identities and signals available for activation. But those signals do not necessarily represent the full audience or even the audience the plan was designed to reach. Pat will show how Vividata Spatial creates a representative, hyper-local audience truthset across TV and other media, providing a probabilistic layer that can identify and reduce Activation Bias between the intended and activated audience. The result is a more connected approach to planning and buying, where precision does not come at the expense of representation.