"It's about seeing into the future to know how the campaign will scale and see the performance you can expect before spending a dollar" to eventually help marketers forecast performance across multiple channels," said Vitaly Pecherskiy, StackAdapt COO and co-founder.
Starcom will broker data to support the brand and its corporate identity under the deal. Telenor collects first-party customer data, similar to Verizon Communications in the U.S., and supports about 187 million customers across the Nordics and Asia.
Many brand assets can be turned into collectible non-fungible tokens. The technology "threatens old media models and will take time for the industry to adopt and adapt," says James Fox, global chief strategy officer at MullenLowe Group, a creative integrated marketing communications network of agencies.