The Shipyard

Now that all the dust and confetti has settled after the upfronts, negotiations between marketers, agencies, networks and streamers are only just getting started.

Instead of a funnel that slows traffic, we need to create a ubiquitous, always-accessible “sales superhighway” that provides countless on-ramps. This change of perspective will impact both how we define our potential audiences and the speed with which we have meaningful interactions with them, writes Lance Porigow, EVP of growth at The Shipyard.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rick Milenthal, CEO at The Shipyard. As companies invest more in the collection and analysis of customer data, the expectation rises that deep customer knowledge alone will drive more efficient and […]