Commentary

Choose Your Data-Supplying "Partners" Very Carefully

In their pursuit of the best sources of consumer data, brands and agencies should be very cautious about using the P-word: partner. Otherwise, they run the risk of getting stuck with data suppliers that aren’t actually delivering the best data available, according to Bret Leece, Global Chief Analytics Officer at Initiative. “Reframe how you think of partners,” Leece told attendees of MediaPost’s Programmatic & RTB Insider Summit, on Wednesday. “Raise the bar on that.” To put suppliers to the test, make sure that you win (i.e., get the best data around) when they win (i.e., get your business), Leece stressed. And, “Keep testing them,” he said. “Always be looking for what can be better.” Otherwise, you might very well get stuck with less than superior consumer data.

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