Electronic Arts data grounds in-house media buying

Geoffrey Precourt

This event report outlines how Electronic Arts, the gaming specialist, is using digital data to inform its media strategy.

Electronic Arts data grounds in-house media buying

Geoffrey PrecourtWarc

The core business of Electronic Arts Inc. (EA) is gaming. And its core marketing asset, especially with digital gaming, is the data that supports the enterprise's granular understanding of its customers.

"No one knows our players more than we do," Belinda Smith, Director/Global Media Activation at Electronic Arts, told delegates at the Association of National Advertisers' (ANA) 2017 Media Conference.

"We're actually the experts in our customers."

With that expertise, the world's top gaming company sees little added value in day-to-day agency-buying services, and has brought its programmatic buying capabilities...

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