David Justus, Lotame vice president and IAB Tech Lab Data Transparency Standards Working Group co-chair, provides a glimpse into the possibilities made available through the IAB Tech Lab's framework for the labeling system announced about a month ago.

When The Basement became Schlage's agency of record in 2017, it transitioned the door hardware brand's ad-buying strategy from traditional linear TV to programmatic, resulting in a year-over-year sales growth of about 30% online and more than 9% in stores.

Tomorrow Networks has developed a way to measure its pharmaceutical clients' campaigns that goes beyond traditional digital metrics, which the company's executives believes will work in other industries.

If you market to travelers, which many marketers do, considering lifestyles shouldn't be an option. Travel plans can tell marketers a lot about a consumer's lifestyle and buying habits, such as the type of climate they prefer, the annual amount they will spend on non-discretionary items, and preferences for either low-dollar or high-dollar brands.