Creativity without data is a shot in the dark

Data underpins the entire business landscape, but it’s often in marketing that we see its most powerful application.
Opening up some of the biggest opportunities in digital advertising today, data is becoming a currency all its own. It allows businesses to better identify their ideal audiences and engage with them in a more meaningful, effective way. So it’s fitting that when many of the ad industry's global leaders met at Dmexco this week, how to create value through data was the op