Avoid third-party platforms that offer selective data, says Laurence Carton of Tug Agency. Proprietary tools can give you an accurate overview and full control of your campaigns.

Marketers today face a mounting challenge: they’re often forced to rely on third-party platforms that operate with black-box algorithms. These platforms, such as Google Ads or Meta, offer a restricted view of performance data, limiting visibility, autonomy, and strategic flexibility. While they offer good insights, the lack of transparency and agility simply hinders end-to-end optimization and decision-making.

By controlling marketing intelligence and leveraging the power of bespoke proprietary Read full story ›

Source: The Drum