In this session...
For the first time ever, marketers can finally connect the dots between large scale, respondent-level media consumption and massive offline sales databases.
On a parallel path, the emergence of Programmatic, DMPs and increasingly sophisticated Multi-Touch-Attribution models, has created the perfect storm for a new era of real-time data management, activation and optimization. Whilst more importantly, revolutionizing the way in which brands - and their agencies - think about media performance, measurement and accountability.
In this session, Vijay Rao talks with a leading agency about how automation is changing the rules of the game, and increasingly pushing ROI far beyond the limitations of traditional advertising metrics.