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Data—and how to use it to more effectively target consumers through advertising—is a priority for brands these days. That’s due in part to the financial success companies like Facebook and Google have seen in using their own data to create targeted ads.
More and more brands and agencies want to replicate that success, through opening up in-house media-buying operations or expanding their media-buying offerings to reach a greater variety and a more specific subset of consumers, to compete with tech behemoths.