How today’s media companies are using advertising spend data to drive new business
By Michael Mendoza
Data is everywhere – at home, at work and in practically every facet of life. The huge influx of big data available to today’s publishers has created enormous opportunities, but it has also created challenges. With so much data coming in, it is difficult to identify what matters and what doesn’t. While every publisher recognizes the importance of audience data, what about harnessing data on your advertisers’ buying behavior?