Digital Advertising in a Challenging Regulatory Environment
July 9, 2021
A century has passed since marketing pioneer John Wanamaker coined the phrase: “half of the money I spend on advertising is wasted; the trouble is I don’t know which half.” Back then however, marketers did not possess the technological means to gain deep insight into market trends, consumer preferences and profiles, nor to acquire the precise measurements needed to optimise returns on individual advertising campaigns. It is only during the last decade that stores of consumer data and AI-powered “ad tech” have emerged as the solution to Wanamaker’s dilemma.