Technology that collects and activates data at scale has given marketers a much greater understanding of their customers, allowing for enhanced targeting of audiences. However, the proliferation of solutions has left the marketplace confused and fragmented. Erich Wasserman at MediaMath explains how a one-platform, cross-channel approach can deliver powerful marketing and ensure a competitive advantage. View More

Tools that enable data to be collected at scale and integrated into campaigns empower marketers with a greater understanding of their customers, allowing them to more effectively market to different audiences. These solutions have revolutionised the industry, but in the process have created fragmentation and confusion.

Erich Wasserman of MediaMath argues that to reap the full rewards of these new approaches, marketers need a one-platform solution that can enable powerful marketing solutions across all campaigns and channels. Only this can deliver and analyse huge quantities of data, allowing the activation of data and provision of cross channel insights to deliver a competitive advantage for marketers. View Less