Brand building and how to align with the new data landscape

Atalia Chua

As the open internet and data interpretation are reshaped, brand building has to be aligned with them or brand equity will be lost, the audience at the CMO Summit 2022 conference heard.

The landscape of the open internet and data interpretation is reshaping, said Simon Morgan, Asia Pacific VP of client development at The Trade Desk.

He was speaking on the topic of “Where Does Brand Building Fit in the Data-Driven World?” at the CMO Summit 2022: Future of Digital Marketing by Marketing Interactive and The Trade Desk.

Morgan explained that if brand building is not aligned with this new climate, businesses are going to fall behind and the cost will be hefty when they lose brand equity with consumers. By aligning data with customer-centric product development, brands can navigate more smoothly...

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