Big Data
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Getting Smart About Artificial Intelligence
This report highlights five best practices for marketers and advertisers as they evaluate the use of artificial intelligence and machine learning technologies in their operations.
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What Brands Need to Understand Before They Execute Dynamic Creative Optimization
Today marketers have a treasure trove of customer data that they can use to target their messaging. But the next step in ad personalization is dynamic creative optimization, which allows for more effective customization of the consumer ad experience. Greg Sobiech, founder and managing partner at digital consultancy Delve, spoke with eMarketer's Nicole Perrin about what's involved in dynamic creative optimization and the hurdles to execution.
Greg Sobiech
Founder and Managing Partner
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Major Impact of Day-to-Day Data Management Challenges on Companies Worldwide, Nov 2018 (% of respondents)
Reasons that the Data of Companies Worldwide Is Completely or Mostly Integrated, Nov 2018 (% of respondents)
What Capabilities Do Business and IT Decision-Makers Worldwide Believe Intelligent Data Management Can Have Within Their Company? (% of respondents, Spring 2019)
Why Are Companies Worldwide Currently Unable to Meet Their Digital Challenges? (% of respondents, Spring 2019)
How Much of US TV Advertisers' TV Ad Spending Is Data-Enabled*? (% of total, 2018-2020)
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Xaxis CEO: Data Privacy Concerns Driving In-Housing Activity for Some Advertisers
Apr 30, 2019
With consumer privacy concerns at an all-time high and US regulation a certainty, advertisers must shift from a "bigger data is better data" mentality to a more mindful data-driven marketing focus. We spoke with Nicolas Bidon, CEO of WPP’s agency trading desk Xaxis, about how this transition inevitably leads to in-housing for some marketers—and why that’s not necessarily a bad thing.