By Ayesha Salim | Content Lead



Promoted article

This is content produced by a partner of The Drum and promoted by The Drum. To find out more, visit our media solutions page media solutions page

September 13, 2017 | 1 min read

Transparency is the buzzword in the industry but the focus has been too much on media buying, and less on the data being applied to that media, according to Audience Project’s CEO, Jacob Lachmann.

Speaking at Dmexco in Germany, Lachmann says brands are often unclear on what they should be expecting from the data they are buying.

He says: “It’s a bit like going to the supermarket to buy mincemeat. You want to know, does it contain 5% or 10% fat? Is it German or UK meat? You should start asking questions like that.”

And while Lachmann acknowledges the challenge in “creating a massive ecosystem” to compete with the likes of Google and Facebook, he advises brands and publishers to mimic their example by “seeking partnerships” so they can activate their data properly.

For full insights, watch his interview above.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Content created with:

AudienceProject is a marketing technology company based in Copenhagen, Denmark and operational worldwide. The company is based in Copenhagen, Denmark, has offices in Ukraine and is represented in Vietnam, the UK and Germany.

Find out more

More from Advertising

View all