Agencies want to take advantage of location data, but roadblocks still stand in the way. For Mobext, the mobile arm of Havas Media Group, fragmentation and quality-control issues top the list. “A lot of companies have hopped on the bandwagon in the location space, and that’s created a lot of clutter in the offerings available […]
Data-driven advertising requires good data. But lots of bad data and questionable data practices can harm a marketing campaign. Marketers need to know when to use their own data, and when to rely on partners. They need to understand the trade-offs between cost, accuracy and scale. They need to know where their data came from, […]
In his four years as Havas NA’s SVP of marketing analytics and data consulting, Leon Barsoumian has worked to marry programmatic and analytics. From a programmatic standpoint, the French holding company has two key offerings, Affiperf and Artemis. In 2010, Havas debuted Affiperf, a global trading desk that Havas calls a “Meta DSP” and is […]
