- Everyone brags they have the best data, but no one really does. Most data sits in disparate silos. While it's possible to generate better results by creating models for any one silo (e.g. Google, Facebook, CRM data, offline profiles, etc.), only by analyzing all the data can someone really generate a true picture of their target consumers.
It's time for our industry to be better than this. It's time for our industry to give people a choice and allow them to willingly participate in the decisions we make. It's time to tear down the silos and fulfill on the promise of a truly connected, empowered world.
My belief: This is the year you'll see our industry finally begin to deliver on this more fully connected vision. This is the year that we give consumers back their choice and their voice. This is the year that we start to really learn how to use the data for good - better results for advertisers, better yields for publishers and better information for people everywhere.
This is the year that we together change the world of marketing forever. And the conversation starts now.
Scott Howe and John Battelle of Federated Media and OpenX will share their view on marketing on Tuesday, September 24th at 2 PM at the Times Center Hall for Advertising Week 2013. You can tweet him your questions at @acxiom.