Data, data, data.
For the ten years I have managed paid advertising online, that has been the mantra - the superpower.
But lost in the buzz of machine learning and artificial intelligence, we have perhaps overlooked a very important casualty: data.
One of the moment’s subtle storylines is the lack of data advertisers are getting from the big tech companies via their new products. And I’m not talking about Cambridge Analytica-type data. I’m talking about run-of-the-mill targeting data. Data that answers the question, “Where are our ads showing and why?”
The writing was on the wall with Google’s new ‘Smart’ Display & Shopping campaigns. Kirk Williams has documented his displeasure with Smart Shopping late last year. And this week, Ginny Marvin shined a light on more obscurity coming from Google’s soon-to-be-released Discovery campaigns: