Kristi Argilyan, evp and Chief Commercial Officer, The Trade Desk
Every CMO is dealing with the same squeeze. Finance is going through budgets line by line and wants proof. Meanwhile, the data that’s supposed to back up that spend is more fragmented than it’s ever been.
Programmatic has more data than ever, and marketers still can’t answer a simple question: Did this drive sales? The answer is apparent. Purchase and intent data shouldn’t be one more targeting input layered on. It should be what everything else is built around.
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