Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.
The DMP is Marketing’s new intelligence engine…and it lies OUTSIDE of the marketing research/insights team. How researchers can get back in the game.
Turn your DMP into a consumer-centered intelligence engine that serves marketing research as well as media…the must have for integrated, omnichannel and programmatic marketing done right.
The new MASB brand metric won’t make marketing better. Here is the preferred alternative