Learning how to put your trust in data

Businesses still don’t trust digital. It’s fair enough, when you consider all the undisclosed rebates, the deliberate complexity, the lack of transparency, the ongoing problems of viewability, ad fraud, brand safety.
So when a brand is told by their partner that they should change their targeting strategy based on ‘what the data is saying’, it’s understandable why they might be reluctant. Especially if they aren’t able to view this data, or the agency can&rsqu