Major brands are constantly advertising content that is somewhat relevant but are also over-targeting at the same time causing consumers to become ever more mistrustful and fed up with online advertising. Kantar Media’s CEO Mark Inskip states, “By adopting an integrated approach, balancing niche targeting capabilities with mass marketing tactics, brands can provide consumers with a helpful, additive experience. Those who are building verified first-party data into their approach and, where possible, that of walled garden platforms are able to paint a complete picture of the total consumer journey across all media.”

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