1+1=3: How Data Partnerships Can Level the Playing Field and Bring Scale to Sales Solutions
Digital marketing increasingly prioritizes attention to specific audience profiles. The value of delivering marketing messages or ads to a web page solely based on the website brand is rapidly declining. Capturing audience insights within an individual publisher footprint is limiting. Publishers are creating a more comprehensive view of their users by synchronizing with data cooperatives that append attributes based on the user’s broader digital journey. This session will address implementations and success stories of monetizing audience data for a variety digital programs including ad targeting and account-based marketing solutions.
Scott Roulet, VP, BPA Media Exchange, BPA Worldwide
Joann Kropp, Vice President, Customer Data Solutions and Market Leader, Informa
Christian Ward, Chief Data Officer, SourceMedia