How Data Can Bridge Retail's Digital Divide

6. Be a smart consumer. Of media, that is. Odds are, your media plan will call for some direct buys, some premium and some real-time bidding. But are you getting what you're paying for? Attribution reports can answer that one, showing the exclusivity of the inventory you bought programmatically, and allowing you to compare those buys against the direct and premium deals for which you pay top dollar. Odds are that you'll find you hit most of your targets programmatically, and didn't need to pay so much for premium placements. We've adopted this as standard practice on behalf of our clients. Small step; huge impact.