for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
It’s time for brands to take the highway through the “Great Divide.” A chasm has formed between brands and customers. While cross-channel marketing is possible, it has been rendered significantly more difficult through the sheer number of devices consumers move across when interacting with a brand. And while the goal should be to move quickly and agilely, companies often end up doing the opposite by siloing their data in channel-dedicated teams. If they even think of bringing everything together, marketers are faced with a many-to-many nightmare.
BrightTag’s Joe Stanhope discussed a solution at the recent Digiday Brand Summit in Nashville, Tenn. He advised attendees to think of their first-party data as a commodity and take ownership of it. Then comes a three-phase program: collect the data (social and beyond), contextualize it (what does it mean?) and then do something with it. Above all, leveraging your data should provide more control and flexibility in meeting your objectives.
See video of Stanhope’s full talk below.
Tech Talk With brightTag from Digiday on Vimeo.
More from Digiday
Uber, Time and eos are 2026 Future Leader Awards finalists
The Future Leader Awards, presented by Digiday, Glossy and Modern Retail, recognize the next generation of leaders making a significant impact in their industry, with 10 years of experience or less. This year’s finalists represent a new wave of leadership defined by forward-looking strategy and cross-functional execution. Their work is grounded in measurable outcomes, delivering […]
OpenAI turns on cost-per-click ads inside ChatGPT
The move come as the platform looks to hire its first Advertising Marketing Science Lead.
Digiday+ Research: Marketing workflows benefit from AI, but trust is still a barrier to adoption
Research shows that while marketers see AI’s benefits, trust and complexity issues are barriers to widespread adoption.