The right message, to the right person, at the right time. Advertisers have been trying to achieve this trifecta since the concept of “brand” was created ages ago.
In digital marketing, this quest has fueled decades of investment in the advertising technology industry. But at times, the rapid build-out of ad tech programs and products has been so “bleeding-edge” that the result was a shaky ad tech infrastructure.
Nevertheless, collecting digital viewer behavior data (user-level data) to deliver “relevant” advertising has grown into a multi-billion dollar industry. Much of the ad tech ecosystem has been built on assumptions about the abundance, accuracy, connectedness, and growth of user-level data. However, instead of the tremendous growth and access that is promised, user-level data is now less accessible and less connected than ever before.
In fact, one might liken the ad tech infrastructure to a house of cards.
Read the full article by Analytic Partners President & CEO Nancy Smith on Ad Age.