Marketers Urged to Prioritize Data Quality and Identity in AI-Driven Advertising
· 1h ago · Originally reported by AdExchanger
Industry experts from Experian and AtData emphasize the importance of maintaining accurate and up-to-date customer identity data as AI becomes more central to marketing. They warn that brands risk ineffective targeting if they rely on AI without first ensuring data freshness and interoperability.
Why it matters
As AI tools automate more marketing decisions, having reliable identity data is crucial for reaching the right audiences and avoiding wasted ad spend.
Explain it like I’m new here
It's like letting a robot pick your friends for a party—you need to give it the right guest list, or it might invite the wrong people.
Read the original at AdExchanger
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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