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The Power Of People-Based Marketing

Q & A with Pete LaFond, vice president, marketing, on people-based marketing — an effective approach to audience targeting and reducing fraud. Q: What is people-based marketing? LaFond: People-based marketing is a data-driven strategy that starts with people—or more specifically, known, verified … Continue reading

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Boost Results with People-Based Marketing

Amid the rapid emergence of programmatic, two unsettling issues have come to the fore that have since gobbled up much of the airtime — fraud and viewability. The industry is in a frenzied rush to address both. Marketers have channeled … Continue reading

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Is Offline Data the Dark Horse of Digital Marketing?

We are living in the era of Big Data, and the consequences for marketers are seismic. But no matter how much information there is about online behavior, and no matter how sophisticated we become at analyzing it, what consumers do … Continue reading

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