"Data becomes an even more important part of advertisers' strategy. The effective recording and application of data has been a hot topic, yet we are still in our infancy regarding the power of large data sets in advertising campaigns."
"The general lack of understanding around visitor identity and intent are key obstacles that digital publishers must overcome to satisfy the demands of the advertising industry."
"Social channels have always faced the issue of incredible engagement metrics not matching acquisition targets. Their ability to access rich customer data should mean they play a crucial role in any prospecting strategy."
The year 2015 saw pivotal developments in the advertising industry, including the rise of ad blockers and the resurgence of paid social platforms. Data became increasingly vital for advertisers, highlighting the need for better understanding of visitor identity and intent. Large publishers gained an advantage in audience targeting, while smaller publishers struggled to differentiate themselves. Social channels expanded their role in customer acquisition, leveraging rich customer data despite challenges in matching engagement metrics with acquisition goals.
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