My coleague Kurt Hawks did a great post for AdExchanger today. The focus is on the need to put person-first versus utilizing siloed user data. The key, according to Kurt, is to recognize that with comScore now reproting that 60% (!) of digital activity taking pace on smartphones and tablets, it is highly inadvisable to rely on PC behavioral data alone for targeting.
Even if you are buying media in a single channel, like PC or Mobile, you need to ensure that your media partner uses REAL-TIME cross-device data for user profiling and individualized target selection.
Check out the post here.