Creative triggers and how brands can avoid the ‘useless data’ trap

Some types of data are acutely under-utilised, writes Amy Wright, Director of Client Strategy at Automated Creative, who argues that creative trigger data can help translate impressions into intelligence.

There’s a strong chance that much of the digital marketing data that businesses have collected up until now is about to become useless.

First, we had the GDPR, then Apple's so-called App Tracking Transparency protocol and, very soon, we will...