First-Party Time As first-party data sets grow, marketing operations are reining in their ad costs and boosting ROI, The Wall Street Journal reports. For example, PepsiCo has amassed around 75 million user records from its consumer base. This data saves tens of millions of dollars on ad spend, according to Shyam Venugopal, the SVP of… Continue reading »
The post The First-Party Imperative; Real-Time Profiling At Its Best? appeared first on AdExchanger.
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