Soapbox: Consumers want personalization and data privacy so we need to solve the puzzle
Everyone in the martech ecosystem has a responsibility to practice ethical data governance as the pretext for personalization.
David Dowhan is founder and CEO of TruSignal, a TransUnion company. TruSignal is expert at using offline data and predictive score marketing to fuel digital campaigns, partnering with data providers, media companies, DSPs and digital audience hubs to help power their custom, people-based lookalikes, consumer insight dashboards, and bid-price optimization strategies.
As walled gardens grow, the open web closes ranks
Performance should be evaluated comprehensively across the consumer journey, not just measured by clicks and CPAs on siloed channels.
The new age of ‘customer’ data
The martech ecosystem needs a new class of tools for data buyers and sellers that curates and leverages data both online and offline.
3 ways marketing AI will advance in 2019
Advanced targeting and transparency will grow exponentially this year as we nurture AI to help it mature.
Did the data-driven era miss an exit?
If the focus is on the right data aligned to business strategies instead of the same basic demographics, marketers don’t have to live in fear that inaccurate data will derail campaigns.
Tighter data rules affect some marketers more than others
Contributor David Dowhan believes this inequity may provide an opportunity for data providers and tool developers serving mid-market brands.
The pendulum swings: Balancing transparency with efficiency and ROI
Contributor David Dowhan argues that advertising is making a much-needed shift toward greater transparency. It may be painful now, he says, but the industry will strengthen as a result.
The price is right? Let the data answer that
Contributor David Dowhan says now that programmatic advertisers have nailed audience targeting, it's time to apply the same array of data to bid management.