Hubble Contacts co-founder Jesse Horwitz is skeptical about digital voice. "The younger you go [demographically], the more they text. They don't want to talk to machines if they don't want to talk to each other."

Hershey has an audience strategy that is data- and customer-first. As Ashlee Carlisle, Media Audience Strategy & Activation, The Hershey Company, put it, "We make a product -- candy, gum and mints -- that has potential to go into 98% of U.S. homes."

Reid Greenberg isn't a fan of omnichannel but, as he admits, "the new front door to my store is now my front pocket. It's the force of commerce, the e-force of commerce. It's everywhere."

Organic Valley was finally hitting a point of breakthrough in awareness. It was time, said Tripp Hughes, Sr. Director of Consumer Strategy, to "get the brand out there, to establish the brand."

Meghan Taylor, vice president, brand & creative, says, "It's nice to feel like something is tailored to you, it filters out the noise. It gives the brand a metric for engaging with what may or may not be relevant to the consumer."

Missy Pearce, Global Programmatic Lead, Americas and EMEA, Electronic Arts, advises, "Understanding the full picture and unlocking the value of your first-party data will help you understand your audience more." See what else she has to say right here.

Kevin Howard, Senior Director, Digital Marketing, Ally Financial Inc., said his company has changed their KPIs to be focused on "true outcomes, and moving away from the common denominator to a meaningful metric." Listen in as other panelists discuss their KPIs!

Yogi Jashnani told those gathered at MediaPost's Data & Programmatic Insider Summit that "the role of marketing is about getting the right parts in the right place and to use this as a promise." See what else he had to say right here.

"How do we move from mass world, classic marketing through a funnel that no longer exists," asked Josh Ehart, EVP, Chief Data Officer, EnergyBBDO. "What data can we use from the most addressable sources and how does that inform us."

Dell is proud of using its first-party data because it keeps the brand transparent. "If we're using first-party data, we have no one to blame but ourselves, said Jeremy Parker, Global DMP Audience Manager at Dell.