For Moneysupermarket.com's marketing director Darren Bentley, programmatic has enabled an evolution. In this video, he reveals that his team no longer plans on a site or media basis, but instead according to audience and data segments. How? Moneysupermarket.com invested in technology platforms that allow the business to surface its customer data into its media buying. At the same time, it established significant in-house data sciences capabilities to enable smarter media buying decisions.
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