Why Ad Tech Companies Need a Data-Driven Product Strategy

Opinion: It’s guaranteed that a data-driven priority list will not mirror any one stakeholder’s top 10

Most of the companies I’ve worked for in advertising and media technology take a top-down approach when deciding what products to green-light. A top executive will come back from a conference jazzed about the latest buzz and call an emergency team meeting. “I know we still need to finish ABC, but we need to jump on XYZ immediately! How soon can we get it done?”