Marketers have long relied heavily on third-party data. However, third-party data is going away due to privacy changes. And this has fed a narrative of signal loss in digital advertising that has often made it seem as if signal loss is the inevitable result of the data privacy movement. But that’s not necessarily the case.…
Phil Dubois
Martech companies often throw around the terms artificial intelligence and machine learning, and marketers are left wondering how to sort through the hype and understand if and how these technologies help. This problem is especially pronounced in attribution, which is crucial to optimizing marketing campaigns but suffers from doubts about its very possibility. Claims that…
