Big Data CEOs Riff and Rue in Rome

Tech execs talk about moving data marketing forward

There's a ton of consumer data becoming available to brands and agencies, but what are they supposed to be doing with that sprawling marketing intelligence? Not surprisingly, leaders from comScore, Nielsen, DataXu and Nugg.Ad said "they should embrace it" in a session on Wednesday morning at the I-Com Global Summit in The Eternal City.

Though the c-level execs collectively portrayed a contested industry. Some said brands and ad agencies at times react negatively to what data says because it doesn't correspond with their assumptions.

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