Data is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist.

This isn’t just a consumer advertising trend, increasingly B2B advertising is being driven by data as well.

However, the problem with online data is it is inherently dirty. Collected from registration forms, browsing behavior or appended offline data sources, collecting online data is an imperfect process at best.

So what is the smart way to use dirty data to improve your advertising? Glad you asked.

Here are three steps that will guide both media and creative. [Read more...]

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