As the open internet and data interpretation are reshaped, brand building has to be aligned with the changes or brand equity will be lost.

Why it matters

With the internet becoming richer, hyper-personalised and consented, marketers should begin to experiment and build models with new identifiers to get a head start on the methodology of understanding consumers.

Takeaways

• The open internet is where the most important interactions happen between brands and their consumers.
• Brands can align data with customer-centric product development to navigate the future of customer demand and behaviour.
• Leveraging multi-element bidding lets advertisers understand multifaceted customers, by layering...