“It’s no longer enough to look at traditional demographics like gender and age. What we see is more people on the CMO level wanting to integrate their first-party data or their performance KPIs [key performance indicators] into the analytics, so they’re contributing their actual performance to the spend—not just the performance of the characteristics and the demographics that they were getting off of the spend and assuming there’s a correlation.”
iQ Media co-founder John Derham in eMarketer’s latest report on digital video advertising best practices.
