Just when we got used to “media being the new creative,†along comes David Verklin to tell us that “data is the new
creative.†That’s significant, because, Verklin is the same guy who championed media creativity. But asked during the OMMA Mobile conference here this morning why Carat merged with Carat
Fusion into “Carat 2.0,†Verklin implied its all about the data stream. And it’s not just something driving the reorganization of Carat. It’s changing the whole industrial
playing field, he said.“I think data is the real story behind the Yahoo-Microsoft move,†Verklin
confided.
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