Implementing transparency, consistency and universal standards are the top three actions that marketers would like from data providers to improve data quality, according to a recent study commissioned by data management platform Lotame.
Liberdy, a blockchain-based company building a platform that works like a data exchange, wants to turn the advertising model on its head. It wants consumers not only to be more responsible for data -- but will pay them for its use.
The company's video targeting platform dynamically inserts personalized messages with help from data seeped in machine learning and AI, along with about $70 million in total funding from Qumra Capital, Innovation Endeavors, Nauta Capital, Gemini Israel Ventures and Israel Secondary Fund.
Data has become an industry challenge -- not just how it's used, but where it comes from and how it gets parsed. A study by Kantar Millward Brown, titled "It's Time To Think Of Disruption As A Growth Opportunity," points out that most established brands operate in a comfort zone of business as usual - existing practices and protocols keep budgets inflexible.
Data supported by artificial intelligence has become an essential part of campaigns, yet marketers still struggle to deliver better experiences for consumers. One reason for integrating data with AI is to reduce the time it takes to find the nuances within the data, but executives agree there are gaps in technology that fail to connect data and provide one view of a consumer record that includes their likes and dislikes.