Marketers have had drilled into their minds over the last few years how critical data is to reaching their target customers. And while technologies are available that allow marketers to better manage, segment, analyze and then activate their data in media like never before, onboarding these systems can present challenges.
Industry leaders talked about the new world of managing data at last week’s AdExchanger Industry Preview in a panel session called “Managing the Data.” Our CMO Joanna O’Connell moderated the session, whose panelists included Johann Freilinger, Head of Marketing & Communications and Co-Founder of SAP XM (SAP); Anneka Gupta, Chief Product Officer, LiveRamp (Acxiom); John Gallagher, VP Performance and Programmatic Marketing, IBM Corporation; Seth Demsey, Chief Technology Officer, AOL Platforms; and Ali Bohra, Director, Product Marketing, Adobe Audience Manager, Adobe Advertising Solutions. The panelists talked about the integration of DMPs with CRM systems, the role of privacy compliance in decision making and how DMPs could make the leap to traditionally offline channels like TV and OOH. You can watch the video above or here at YouTube.
