Campaign – When advertisers review their media accounts with agencies today, their biggest concern and challenge is addressing the types of customer data platforms that require storage and, subsequently, processing their first, second and third-party data.
Penelope Siraj, the principal consultant at R3, notes advertisers are concerned with how much they will own and what they can transition the ownership of. She explains agencies can start by being very clear on ownership and the result of the platform’s processing and intelligence that can or cannot be extracted.
