• Marketing Land, Thursday, April 7, 2016 9:51 AM

Writing in Marketing Land, L. Erik Bratt vice president of corporate marketing at Ensighten, a provider of tag management and omnichannel data solutions, argues that tag management systems and the DMP are changing the way modern marketers take action. "These technologies are foundational to what we now call data-driven marketing. Even more, together they make it possible to gain more control and transparency in advertising. AdTech exchanges may “stack the house” because they can control where the advertising money gets spent (targeting), and then tell you how effective it was (performance)."

Read the whole story at Marketing Land »