For most brands, digital advertising has reached a level of complexity that can make even the most sophisticated executive’s head spin. It has many shapes and forms, runs across numerous channels simultaneously and uses multiple creative executions, all trying to build brands and convince targeted audiences to take an action.
While some may relish the complexity–and to some extent, it benefits a cottage industry of third-party “solutions”–more and more brands are finding that they are losing money and potential customers due to flawed, disjointed uses of data and poorly executed creative.
This
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