We’re experiencing a period of rapid transformation right now, with technology becoming increasingly (and almost invisibly) a part of us. This merge not only closes the gap between humans and machines, but it also generates vast amounts of data with every action we take.
With up to five tech layers on every media plan, marketers can tap into millions of data points to inform planning approaches, buying and optimisation strategies, thus enabling them to measure outcomes with greater accountabil- ity. But let’s take a step back for a minute. When we consider how extensive this data pool has become – together with how we have decided to use it – how much of its full val
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