The search for more and more data about our customers was the ad-tech industry’s primary focus for many years, but these days, data quantity is not our problem; that was last year’s buzzword and has become this years “issue.” Now it’s time to figure out how to ensure the quality of that data.
As Jack Marshall noted in a Wall Street Journal article, “marketers have serious doubts about the accuracy of some of the data they purchase from these vendors. The information is expensive, they say, and it frequently doesn’t deliver the improved performance it purports to.”
