Media companies must use integrated data to improve viewing experience and advertising ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 03, 2020, 3:00 AM UTC

Leverage AI and machine learning to help buyers effectively analyse and synthesise consumer data.

To help advertisers reach targeted audiences and improve viewing experiences, media companies must integrate insights and tech advancements. Unifying the product catalogue can provide buyers access to targeted audiences and help them deliver ads undifferentiated by platforms.

Brands must create a standard metric to define consumers' value regardless of their consumption methods to enhance engagement. A standardised metric helps build trust among advertisers, as it provides a holistic assessment of cross-platform consumption.

Work with a group of buyers to determine what flow of data works best and offer simple plug and play packages to help them make quick decisions. Media companies must focus on making their inventory more measurable and provide content mobility to consumers to ensure consumption.

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