Mike Froggatt
Mike Froggatt is a senior director analyst in the Gartner Marketing Practice. He focuses his research and analysis on innovations and trends around first- and third-party data (cookies), programmatic advertising, digital campaign planning and execution, and retail media networks.
The Real Ways Synthetic Data Is Changing Advertising
While marketers may be tempted to dismiss synthetic data as “fake data,” therein lies its power.
From an ad marketing standpoint, benchmarks are an easy sell; agency and creative folks love to see how their campaigns stack up and to wow their clients with the numbers. [...]