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RESEARCH, ANALYSIS & TRENDS
the foreseeable future that corporations such as Google, content videos that are mobile-optimized and content-
Apple, Facebook and Amazon will ever fully make their appropriate they have some advantages, such as high
data available for integration into other platforms. Hence, advertising impact, brand safety, measurable
advertisers must develop strategies that drive successful performance, and high-quality campaign data, which
campaigns outside the walled gardens, for instance, rely could serve then to evaluate and optimize future
on technology providers who operate independently and campaigns and align with ongoing campaigns in other
really provide transparency. The chosen partners should channels. ◊
be able to provide insights on campaigns and should
also have some understanding of the brand and its By MediaBUZZ
target groups.
Only this way can campaigns be optimized content-wise:
for example, if advertisers book ads in publisher-owned
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
