Connect with execs from Axios, The New York Times, Paramount and more.
Data is the new oil, the new gold, the new everything in digital advertising. It has become an article of faith that the future path of the industry is paved with ones and zeros. The problem is the current state of how data is used in digital advertising is a mess.
Kraft recently ran a campaign in which it used third-party data to target female consumers. Afterwards, it went back to find out the data overlay was 50 percent accurate. Another campaign was targeting trendy females, and it found that what made a woman “trendy” was she had visited a high-end furniture store site once in the previous six months.
Better off just throwing darts.
“You have to understand when they collected that information, what the consumer did to get put into that classification,” said Bob Rupczynski, vp of media, data and CRM at Kraft Foods, at the Digiday Programmatic Summit on Friday. “There’s just so many problems with the quality and the recency, the supply chain on that data that third-party data has a problem. We’ve got to get to the bottom of it.”
Check out Rupczynski’s thoughts on the industry’s data problems in the two-minute video below.
The full 20-minute video of the interview with Rupczynski is here.
Story image via Shutterstock
More in Marketing
Dentsu strikes Meta deal to build plumbing for mass influencer activation
Top CMOs are assembling armies of creators, but many lack the infrastructure required to get the most out of them. A deal between Dentsu and Meta aims to fix that problem.
“Brands recognize the cultural dominance of podcasts”: global podcaster Mel Robbins talks AI, ad budgets and audience ownership
The global podcaster sat down with Digiday during her first-ever Cannes Lions — an event she now knows holds real value.
Dollar Shave Club’s bet: AI makes agencies optional, not obsolete
Dollar Shave Club makes 90% of its advertising in-house. AI is coming for the other 10%.