By Shawn Lim

As a new decade begins, marketers are increasing their investment into important areas in the personalisation of media and content and removing friction from their commerce ecosystem, according to experts.

When one thinks about personalisation in 2020 and beyond, this requires a concerted investment from marketers to acquire a genuine understanding of who their customers are, says David Haddad, the chief executive officer at IPG Mediabrands Singapore, and this means ethically sourced first-party audience data.

“We know consumers are comfortable with some kind of value exchange where sharing their data will get them something they want from a brand. Having great Read full story ›

Source: The Drum