Zeotap featured in AdExchanger: Old Data Is Holding Back Mobile Marketing


Just in time for the Super Bowl, AdExchanger featured our latest football-themed thought piece last week as part of their Data-Driven Thinking series. We focused on the idea that mobile search and browsing data are excellent indicators of purchase intent, but the challenge is that recency is a key indicator of campaign effectiveness and that is often elusive and the data needs to be made available in the market in as near real time as possible. The onus is on the DSPs to make sure their systems are ingesting the data from their partners as quickly as possible.
You can read the full article here.

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