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Why the Sky is Far From Falling in the Ad Tech Industry
As quickly as a smartphone screen refreshes, ad tech has opened the door for brands to reach any digital touchpoint, across any channel, device, and format. In just a few decades, advertisers have evolved from courting only a few hundred newspapers, magazines, and...
Reaping the Benefits of Tighter Media/Creative Collaboration
Media planning and buying were once considered two separate functions. Planners would develop the strategies and the overall campaign direction, and buyers made the inventory purchases and optimized the campaign once performance data was compiled.Then over time,...
Machine Learning in Your Marketing Mix
Marketers can be excused if they are facing cognitive dissonance about artificial intelligence (AI). They may be struggling to implement foundational marketing/technology tools, but they are expected to be ready for new AI applications that are way more complex.AI can...