How advertisers are leveraging offline data and transparent reporting to power campaigns
Laura Goldstone, senior director, communications and branding strategy, AdDaptive Intelligence
As the digital advertising industry navigates opportunities and challenges, from introducing new creative types to evolving regulatory practices and shifting standards, going back to basics is helping ensure a strong foundation on which to build a lucrative future.
Among the advertising basics to which teams are turning is the data used to target key accounts, customers or devices. However, owning the data is no longer the main differentiator for successful campaigns. Instead, the way a company uses data can fuel a competitive advantage that is defensible, sustainable and unique.
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Source:: Digiday
