Eoin Townsend, MediaMath’s Chief Strategy Officer, writing in Digiday today, unveils the myth that advertisers need to invest heavily in technologies like data management platforms to collect and store their data.
“Big data is just regular data, and its something every business should already be built on. Successful online advertising is not about accumulating data, but actually doing something with it.” Townsend writes.
Data needs to be matched with media, he explains, therefore, marketers don’t need a single data platform — they need a comprehensive marketing operating system.
Check out Eoin’s Digiday byline here to learn why marketers need to invest more in campaigns that prove the worthiness of their data, rather than in an expensive data platform.