"When you own the data ... you can turn it into a reusable asset," said Mairi Fogle, global media tech product owner at Kimberly-Clark.
In December, the Association of National Advertisers found that 52% of 67 respondents owned direct DSP data access via contracts, while a separate ANA survey found that over 70% of brand marketers that don't already own direct contracts with DSPs and ad verification firms plan to strike these deals over the next year.
[
add
]
[
|
|
...
]