Analytics Enterprise Apps Technology

AdTech-MarTech Convergence

… these approaches are becoming less and less justifiable from an ROI perspective due to the level of machine-learning investment by the big ad tech platforms. We shouldn’t, however, just turn over the keys entirely to platform partners. The strategy evolves to ensuring brands are setting appropriate conversion goals and supplementing the modeling with high-fidelity feedback in the form of their … first-party data and customer segmentation