Let's talk about campaign data. We know waste is significant in the current paid media ecosystem—wasted dollars account for up to 74% of total media spend, a study conducted by ISBA and PwC estimated.

While marketers have been grappling and struggling with solutions to the loss of third-party cookies over the past couple of years, new and smarter ways of investing media dollars have been evolving.

“A chief data officer’s (CDO) journey is never over – there is always more you need to do,” says Currys CDO Susie Moan. Two years after Moan joined Currys as its first ever CDO – tasked with helping ...