The More We Can Predict, The Better We Can Deliver: Q&A with Haylee Adkins, Global Head of Client Strategy, Drawbridge
strong>Data alone doesn’t make marketing relevant. With personalisation at the top of many marketers’ lists, cross-device identity-based marketing is gaining traction. ExchangeWire chats with Haylee Adkins (pictured below), global head of strategy, Drawbridge, about the developments in ID-based marketing and how machine learning will help make advertising more relevant.
ExchangeWire: Drawbridge is focusing on identity-based marketing. Is mere data not good enough anymore?
Haylee Adkins: It’s not that data isn’t good enough… it’s that data is typically incomplete. Brands may have data on consumers […]
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