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Cannes Lions: Why First-Party Data Still Isn’t Working with Rob McLaughlin, AUDIENCES
Most brands say they have a first-party data strategy. Far fewer are actually using that data to shape the media they buy.
Recorded live at Cannes Lions, John Horsley sits down with Rob McLaughlin, Founder and CEO of AUDIENCES, to explore why so much customer data still fails to make it into media activation and what needs to change.
Rob argues that less than 3% of media spend is currently informed by first-party data, creating what he calls the “activation gap”: businesses have the permission, technology and customer intelligence, but still fail to put it to work.
They discuss why brands may…
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