TribalData says “A reason why advertisers are licensing tools such as Data Management platforms (DMP) and manage their digital campaigns in-house has some explanation around the value of DATA. The control & ownership of data is crucial. Tribaldata’s community wants to highlight to the advertising ecosystem the important asset of the user behavior data. Data is only good when there is a recognition of data ownership of the users as well.”
Sony Pictures Entertainment is taking an incremental approach to bringing its performance media buying in-house. The move is part of a push for the movie studio, which is behind fall films like “Little Women” and “A Beautiful Day in the Neighborhood,” to be more data-driven and digital-first.
‘We wanted to take control’: Inside Sony Pictures Entertainment’s in-house strategy