Hatem Fakih, Regional Planning Excellence Director, UM
During the evolution of data usage over the past few years, most marketers have reserved a seat on the bus. Their destination? Leveraged multiple-source data sets to enhance their audience segmentation and discover new market potential, where the data is driving the wheels fast enough to change the whole approach of how we plan and buy OOH.
The usage of data has changed the way we define and use media metrics across all media platforms, especially the traditional media consumed in the region, where new-era advertisers are demanding more accurate planning with
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