"Regardless of how advertisers want to collect, store, and analyze first-party data, any programmatic advertising efforts require some form of a data strategy."
Read more from Centro's Dan Raffe in MediaPost.
In 2026, brand safety and suitability must be approached as a strategic consideration built into media planning from the start.
Explore how authenticity, consistency, data privacy, and brand safety are key to earning consumer trust amidst a culture of grievance.
To succeed amidst fragmentation, marketers must develop strategies for holistically measuring performance in both the short- and long-term.
