As the digital advertising industry enters a new phase of maturity, so does its relationship with data. Going into 2026, marketers’ long-standing obsession with scale is giving way to something more grounded: a push for smarter, actionable, owned data. Scale still matters. But it isn’t sufficient on its own anymore, nor do we achieve in […]
The post The End Of Endless Scale: How AI Is Forcing A Rethink Of What ‘Data-Driven’ Really Means appeared first on AdExchanger.
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