The most potent opportunity of digital marketing is the ability to access and leverage data about nearly everything. Data-driven or “programmatic” marketing isn’t just about RTB, exchanges, DSPs, or trading desks – those are means, not results. It’s about the ability for marketers to understand and make intelligent decisions about where their messages are being placed, to whom they’re being targeted, and with what specific outcomes. This is an incredible economic opportunity for both marketers and publishers if the two sides come together and get it right.
