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In digital advertising today, scale of data is a given. However, as of late, advertisers have started to recognize that scale is only as powerful as its effectiveness.
Facebook’s ongoing issues have put data quality and accuracy—versus scale—center-stage. Everyone is talking about audience data and the validity and precision of the data collected and activated.
Just as viewability became a requirement for digital impressions, accuracy is becoming a requirement for data targeting. And, frankly, it’s just in time.