Marketecture: Get Smart. Fast. How to be Power Collaborator: An Agency Perspective
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May 19, 2025 Join Lauren Wetzel, former CEO of InfoSum, and JiYoung Kim, COO of GroupM North America, as they delve into the future of advertising. They discuss how privacy and performance can coexist, advocating for signal-based models over traditional ID-based ones. JiYoung emphasizes the need for agencies to rethink data practices and harness AI to personalize messaging. They explore the challenges CPG companies face with data-driven strategies and highlight the evolution of advertising metrics towards business outcomes, stressing the importance of collaboration.
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Value Lies in Data Application
- The value of data lies in how it is applied to a client's business. - Simply having data is not enough without clear application and expected incremental benefits.
Privacy Does Not Imply Poor Performance
- Privacy-safe advertising can still be highly performant. - The richness and agility of data signals matter more than privacy status alone.
Signals Outperform Static ID Models
- Signal-based models capture real-time intent better than static ID-based models. - Marketers need time-sensitive signals like "in market" to drive performance.