How accurate and precise data sets drive effective first-party data activation

Emily Kistner, director of new business and identity solutions, Adstra

The landscape of data-driven advertising is evolving at a breakneck pace, with connected TV and programmatic advertising leading the charge. 

Scalable identity, coupled with the adoption of machine learning, has unlocked marketers’ ability to reach increasingly specific audiences. These improvements, along with the massive COVID-era shift in eyeballs and subsequent investment dollars, have rebranded CTV as a performance channel.

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