for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Marketers are familiar with the problem of data silos. They make it difficult to move data between departments and combine datasets. This becomes a huge problem in the push to programmatic if your infrastructures that aren’t built for big data projects. The first challenge is, therefore, unlocking this data so that analysts and automated processes are free to draw on it wherever and however necessary.
At the Digiday Programmatic Summit, BrightTag’s Jonathan Ricard put the emphasis back on the competitive advantage of being able to accurately understand and identify your customers in real time. If your data system moves more slowly than your ad-spending systems, you’re going to waste a good amount of programmatic dollars. No one wants to serve the wrong ads, even if they’re to the right people.
See full video of his talk below:
Tech Talk with BrightTag from Digiday on Vimeo.
More from Digiday
Bauer Media Group slashes publishing headcount in company-wide restructure
Some claim cutbacks will impact 20-30% of publishing headcount, with AIOs and escalating costs linked to Iran conflict cited.
Puma’s AI head says the brand is still giving ‘the keys to the consumer’ as it invests in digital concierge
Puma , this month, debuted a new AI-powered “digital human” concierge named “Dylan” in its Las Vegas flagship.
The Rundown: Q1 dealmaking cools across ad tech and martech as AI remains the hottest ticket
LUMA Partners’ Q1 report notes the drag that macroeconomic uncertainty has had on dealmaking.