Kraft: Digital advertising has a serious data quality problem

One of the main recurring themes of my writing here is about quality of traffic.  This extends to data:

“You have to understand when they collected that information, what the consumer did to get put into that classification,” said Bob Rupczynski, vp of media, data and CRM at Kraft Foods, at the Digiday Programmatic Summit on Friday. “There’s just so many problems with the quality and the recency, the supply chain on that data that third-party data has a problem. We’ve got to get to the bottom of it.”

via Kraft: Digital advertising has a serious data quality problem – Digiday. (via jonathanmendez)

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