Navigating the Data-Driven Advertising Landscape

This chapter explores the transformation of a company's online presence through effective use of first-party data and innovative advertising strategies, especially in light of data privacy changes. It emphasizes the significance of high-quality data in regulated industries, while also discussing the evolving nature of media buying and the challenges of incentivized traffic. Additionally, the chapter highlights recent acquisitions in ad tech and the importance of consumer behavior analysis for informed marketing decisions.