Inside AB InBev’s Strategy For Tapping Into First-Party Data
Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data.
Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data.
Quad Media President Joshua Lowcock asks all ad tech partners for log files as a matter of course. And if a company isn’t willing to hand them over, that’s a sign it’s probably hiding something. Plus: The fallacy of scale and pondering the true role of a third-party verification partner.
One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: As Differentiating between shoppable TV and T-commerce.