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<atom:link href="http://adage.com/article/digitalnext/marketers-erect-a-wall-audience-data-audience-buying/239605/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Why Marketers Should Erect a Wall Between Audience Data and Audience Buying]]></title>
<link>http://adage.com/article/digitalnext/marketers-erect-a-wall-audience-data-audience-buying/239605/#comments</link>
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<ttl>120</ttl>
<description><![CDATA[Several companies who were independent, agnostic holders of customer data have decided to add audience buying technology to their offerings.]]></description>
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<title><![CDATA[By: ken nelson]]></title>
<link>http://adage.com/article/digitalnext/marketers-erect-a-wall-audience-data-audience-buying/239605/#comments-108492</link>
<description><![CDATA[]]></description>
<pubDate>Wed, 27 Feb 2013 12:17 EST</pubDate>
<author>ken nelson</author>
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<title><![CDATA[By: Melissa Reaves-Wagner]]></title>
<link>http://adage.com/article/digitalnext/marketers-erect-a-wall-audience-data-audience-buying/239605/#comments-108491</link>
<description><![CDATA[Thank you, Brett, for your perspective. What we have seen when two, three, even four disparate systems in play from DMP to DSPs, that the brand&#039;s dollar get&#039;s destroyed from data leakage, conflicting segment definitions, and even worse, frequency mismanagement. And, let&#039;s not forget how challenging it is for the marketer to clearly see their data now that it&#039;s hidden behind multiple third party silos. How frustrating is that? By streamlining their strategy into a single system that allows for full visibility and control of their 1st, 2nd and third party data points---plus transparently buys the inventory, the brand now takes back control and maximizes their dollars the way they intended from the beginning.]]></description>
<pubDate>Wed, 27 Feb 2013 12:14 EST</pubDate>
<author>Melissa Reaves-Wagner</author>
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<title><![CDATA[By: phil cooper]]></title>
<link>http://adage.com/article/digitalnext/marketers-erect-a-wall-audience-data-audience-buying/239605/#comments-108081</link>
<description><![CDATA[Nice article. There is a clear benefit for a Brand to use an alternative Data Source to it&#039;s Media. Whilst DSP&#039;s on paper drive efficiency, there initial purpose of existence was to source best data and use it to determine the value of the media. The drive of DSP&#039;s to also become DMP&#039;s will invariably end up with them using highest margin yielding data, but to harvest their own pockets. 

At BrightRoll, like TubeMogul, we help the Brand select Data from the widest selection of Data Sources possible, then allow them to Reach the widest population to find their optimum audience. I do however believe that Brand Marketeer&#039;s will see the wood through the trees and ultimately advocates of Transparency and Choice will triumph.]]></description>
<pubDate>Sat, 09 Feb 2013 11:44 EST</pubDate>
<author>phil cooper</author>
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<title><![CDATA[By: Eliot Kent-Uritam]]></title>
<link>http://adage.com/article/digitalnext/marketers-erect-a-wall-audience-data-audience-buying/239605/#comments-108071</link>
<description><![CDATA[Well reasoned. Somewhat like Google, and perhaps Facebook now, owning both inventory and third-party tracking. The difference between them and these other players may be one of trust and transparency. Thoughts?

And I couldn&#039;t agree more on data quality. A few years ago I asked for Nintendo (Wii) data from one vendor. They returned with Gamecube intenders... stale much?

-Eliot Kent-Uritam
@eliotku]]></description>
<pubDate>Fri, 08 Feb 2013 14:23 EST</pubDate>
<author>Eliot Kent-Uritam</author>
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