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ARTICLE

The Future of Data in Programmatic

November 16, 2016 — by Lauren Fritsky

With the launch today of our Adaptive Segments product, which allows agencies and marketers to define granular audiences in real time and activate them immediately across the internet, we sat down with Jacob Ross, our GM of Audience, to understand data’s increasingly starring role in the world of marketing.

“Even the most sophisticated marketers in the world have trouble fully utilizing their data,” Ross says. “Either it’s very difficult to actually find where they are generating data in their organization or, once they do, it’s hard to figure out to how to activate that data in the right way to connect with the right consumer at the right time.”

How do marketers do more with their data to find and reach the best audiences? Watch the video to hear Ross talk about how marketers can tap into the full scope of their data.