Marketing data needs an urgent health check.
“Audience data is foundational today in all of marketing and media across channels, particularly in digital,” insisted David Kohl, president/CEO of TrustX – a private programmatic marketplace owned by Digital Content Next, the publishing trade body, that boosts such members as ABC, Hearst, NBCUniversal, and Univision.
“Here’s the problem: It is the basis for so much of what we do in marketing and media. But for most companies that are buying audience data, [and] that are relying on third-party audience data in particular, there is a large gap between...