Data

The possibilities here are endless and extend across verticals – particularly those who traditionally have been data-poor, like automotive manufacturers.

As the digital advertising landscape has evolved into its current form, it’s evolved into two distinct areas, both essential for marketers: the Big Tech walled gardens, and the open web.

It’s a bit late now to be considered an early adopter, but there’s still time to switch over to GA4 before Google forces everybody to.

Can we claim to understand a person if we overlook the content they consume, the information they engage with, the contexts they navigate?

There are three steps you need to follow if you want to succeed with your data strategy: pick your objectives, build the data foundation, and then activate data.

As the industry continues to grapple with obtaining usable attention metrics, neuroscience provides a path to better outcomes that are increasingly agile, affordable and accessible.

Zero-party data, information shared directly by consumers offer compelling opportunities to leverage existing digital infrastructure to collect customer data.

It is clear that having clean customer data delivers a better understanding of customers, improves targeting and ensures a standout customer experience.

For adtech companies, it’s a question of who can adjust soonest to be the pioneer who powers the shift from the open market to direct.

Applying test and iterate methodologies, and empowering marketers to make adjustments with pace, will become the centerpiece of the work.