You need a single execution platform that’s integrated with every major DSP, portal, social network, mobile ad server, video ad server, or publisher in the world. In that case, you restrict learning and insights from every other partner.Īny given marketer works with an average of 18 different execution partners across various forms of media. If you operate with an execution partner, such as a demand-side platform (DSP) or a site-side optimization (SSO), and give them sole access to your data for targeting and modeling purposes, you risk being efficient with that single partner alone. This philosophy is based on scale and efficiency. Data unchained is the separation of the data layer from the execution layer inside your martech stack.
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