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… There’s a revolution taking place in digital marketing. For all its virtues, digital has largely been a discipline based on probabilistic targeting. Marketers track cookies, drop pixels, and craft segments in an inexact effort to target the consumers they want to reach. But thanks to the great duopoly of Facebook and Google, segments are out…
Tomorrow Americans will vote in an historic presidential election featuring two of the most unconventional candidates ever to grace the national stage. If you strip away the surface you’ll find that the war wasn’t fought with rallies, stump speeches, or clever tweets. It was fought with data. Campaigns in 2016 featured the most sophisticated data operation in electoral history.
… Jordan Cohen, CMO, Fluent We’re drowning in data. Ad tech scrapes up the tiny particles of information that digital consumers leave behind, then assembles them into an approximate picture of a person. But why bother using probabilistic data, making assumptions about the consumer when you can just ask them? Self-declared data has been undervalued…