Episode 23: Live from "ID5 On the Road" conference. Is Kokai a product or just a vibe? And IPG's Quantum mania.
Marketecture: Get Smart. Fast.
The Importance of Measurement in CTV
The common denominator between retail media and the index is that it's all about measurements. Google Analytics data mined what brands understood to be performing or not performing for them, which then led to so much money being spent. Many publishers are very reticent to pass good signals in the regard to be requests because it caused channel conflict with their direct sales force.
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