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.
Everyone in the martech ecosystem has a responsibility to practice ethical data governance as the pretext for personalization.David Dowhan | Oct 31, 2019 at 11:38 am ET
Performance should be evaluated comprehensively across the consumer journey, not just measured by clicks and CPAs on siloed channels.David Dowhan | Aug 14, 2019 at 2:17 pm ET
The martech ecosystem needs a new class of tools for data buyers and sellers that curates and leverages data both online and offline.David Dowhan | Mar 8, 2019 at 11:01 am ET
Advanced targeting and transparency will grow exponentially this year as we nurture AI to help it mature.David Dowhan | Jan 2, 2019 at 8:06 am ET
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.David Dowhan | Nov 20, 2018 at 9:58 am ET
Contributor David Dowhan believes this inequity may provide an opportunity for data providers and tool developers serving mid-market brands.David Dowhan | Jul 3, 2018 at 10:52 am ET
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.David Dowhan | Mar 26, 2018 at 4:42 pm ET
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.David Dowhan | Mar 7, 2018 at 11:02 am ET