The data land grab is full steam ahead. Media agencies, brands and tech players are all scrambling over one another to develop data and insights capabilities and to own the space.
But here’s the kicker: As consumers fragment across channels, and our ability to reach them becomes more advanced than ever, our creative messaging often remains entrenched in a traditional advertising model.
Take a look at programmatic buying, the pinnacle of data-led performance advertising. The level of targeting we can achieve is outstanding – one-to-one marketing on a truly mass level. This is data at its best, and competencies are constantly improving.