Commentary

Why Every Ad Can't Be Data-Driven

Data driven ad campaigns are great, but not always practical, according to panelists at the OMMA Premium Display conference, on Tuesday. For one, some industries lend themselves to data availability more than others, said Monik Sanghvi, Chief Strategy Officer at Organic. Another issue is “cultural,” Sanghvi said, referring to brand clients that just aren’t prone to taking “big bets,” or relying too heavily on newer engagement models.
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