Hasta La Creative!

Audience buying is a lot like buying produce. In order to know if it’s any good, you really have to know what you’re buying. You want to know whether it’s fresh or how old it is or, worse, if it’s gone bad. You might even want to know where it was grown.

In my experience, marketers too often ignore these seemingly tiny details (source, age, scale). Instead, they defer to their digital media partners. In fact, an alarming 56% of marketers feel they don’t have enough visibility into the data used to define their target audiences, according to Forrester Research. The results are wasted dollars and poor return on ad spend as they speak to the wrong people or the same person over and over. Like rotten food, it’s enough to make someone sick.

Continue reading at AdAge.com