LAS VEGAS — Time was, data was the oil that powered backward-looking reports examining the effectiveness of already-executed campaigns.
But that’s all changing now, as new technology allows ad-tech platforms to show live data and let clients respond by tweaking campaigns mid-flight.
That’s according to one ad-tech exec whose company helps advertisers use data segmenting to target linear TV ads.
“Data has really become actionable. Companies are using it not just to create reports and post-buy analysis to tell clients what happened in the past, but using data in real-time to actually adjust campaigns, use campaigns in ways they haven’t been used before.”
Mitchko says attribution and measurement transparency is the hot topic for 2017, as ad-tech customers increasingly look to peak behind the curtain at the numbers behind the numbers.