VIDEO: Optimizing audience data for programmatic advertising
To meet an exploding demand for precise targeting, digital ad platforms are relying more on robust data sets. This often means straddling the worlds of traditional, high-quality consumer research and agile startup-style activation methods. But how can marketers activate data sets in real-world campaigns while paying close attention to data quality – and the privacy concerns of today’s consumers? In this session, GfK’s Natasha Stevens (EVP, Strategy and Product Innovation) discusses how data-combining techniques can deliver improved target accuracy – through a best practices approach – while respecting the growing wariness of online shoppers and consumers generally.