By Nicola Smith

As programmatic trading continues to gather pace, brands are becoming more savvy about the array of data that can be deployed to maximise the efficiency and creativity of programmatic advertising.

We asked a number of brands what data they are using and the lessons they have learned – whether it be utilising first-party data better, exploring the potential of second-party data shared by partners, or knowing when to be wary of third-party and when to embrace it.

First-party data

Travel group TUI is one company that has adopted programmatic as part of its marketing mix, and head of media Sammy Austin says it Read full story ›

Source: Marketing Week