• by Steve Smith , Staff Writer @popeyesm, April 7, 2023

We have wrung our hands for so many years about the intrusiveness and manipulations of so-called “surveillance capitalism,” we often forget that a lot of the data behind the digital industrial complex just, well, sucks. As HP’s Global Head of Media Freddie Liversidge told last month’s MediaPost Data and Programmatic Insider Summit, their audit of third party data accuracy revealed some shocking results. Much of it was just downright inaccurate, making them pay high CPMs on media with negligible results. What is a brand to do in the face of such harsh realities? Retreat, retrench and revamp the way they buy their data driven efforts. His keynote at DPIS was a shot across the bow of how digital does digital.