Jess Zhu

Advertisers can now use Vistar to activate both off-the-shelf and custom audiences built on T-Mobile’s first-party location and app data.

If you scan the ad tech headlines, you’d assume artificial intelligence (AI) offers the solution to every challenge facing today’s brands and agencies. Even if marketers understand how the hype machine works, many are still willing to buy into the smoke and mirrors, especially when it comes to the power of AI to cure what ails them (e.g., the deprecation of third-party cookies and the loss of other previously relied-upon industry identifiers).

Data-driven marketing is about more than just addressability. It’s about using data to inform media planning, storytelling, creative execution, media-buying tactics and the full spectrum of the advertising process – not just individual targeting.