For Marketers, Big Data Lacks Adequate Analytics (MediaPost)

There has never been more content for customers, yet this presents challenges for the ad-supported marketplace. Ad-blocking, data creep and the blurring line between entertainment and marketing were all discussed during Bloomberg Market’s Advertising Week panel. Data has the potential for revolutionizing the advertising and entertainment industries, yet the industry isn’t using it in the most beneficial ways, says Anush Prabhu, chief channel planning and investment officer, Deutsch. Advertisers are tracking faddish trends like viewers’ preference for dress colors and avoiding longer-term and more meaningful analytics tasks to better serve viewers…

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