“It’s all about data” – a phrase we’ve heard often and, for the most part, believe. Data is at the core of nearly everything – information, analytics, insights and now the new currency of audience media buys, promising high commercial value for data owners and improved returns for advertisers. However, is all data truly valuable? How can we measure its value and ROI? Many companies are aggressively pursuing data monetisation by locking into exclusive tech and data partnerships or even acquiring technologies such as clean rooms. The downside of these exclusive deals is their limiting effect on flexibility and objectivity, placing a premium on data whose value remains unproven. Each c
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