Marketers warned to vet data as ad techs are accused of peddling myths and selling ‘garbage’
Ad tech companies are knowingly selling “garbage” data to customers who are being blinded by the apparent need to load themselves with an endless supply of customer information, delegates at the Mumbrella360 conference have been told.
Bryan Melmed, vice president of insights at digital intelligence firm Exponential, accused some firms of peddling the “myth” that “more means better”.
He said they are taking advantage of marketers who feel they don’t possess the required knowledge to properly vet the data.
