Arielle Garcia’s Post

The challenges of believing digital targeting claims laid bare. This is from a suit filed against MSFT in the EU in the last day. The provenance of data used for targeting is barely scrutinised or understood, but it’s a billion dollar business inflating ad prices. The saddest part is some advertisers believe this stuff is real. Ask a data aggregator that doesn’t have a material customer relationship how they get their data, they won’t tell you. There’s probably a reason why (because it’s at best an inferred guesstimate, at worst wildly incorrect and selling advertisers something that doesn’t even exist)

Excited to share my latest op-ed published in AdExchanger, "The Golden Calf Of Addressability." It’s time for our industry to bravely confront our over-reliance on practices that have distorted 100 years of marketing science. Practices that are grounded more in hype & marketing buzzwords, and not logic & data driven studies. Now is the time to challenge the status quo, prioritize real consumer insights, and steer our industry towards a future grounded in effectiveness and authenticity. Read the full piece and join the conversation on how we can evolve for the better.