Data: Advertising’s Holy Grail or White Whale?

Data: Advertising’s Holy Grail or White Whale?

iMedia Connection

The collection, analysis, and usage of customer data has the potential to revolutionize the advertising business. But questions swirling over how to collect that data, use it, and even who “owns” it is stunting the potential of this exciting field.

At the crux of the issue is how to balance the needs of advertisers against the desires of viewers. This balance is not as simple as advertisers wanting more information and users wanting to give less, because that’s not exactly true. It’s about targeting vs. engagement. Read more…

Leave a Reply

Your email address will not be published. Required fields are marked *