Summary
Scott McDonald, Ph.D., president and CEO of the ARF, was recently interviewed by The Drum about this epic decision that’s set to kill microtargeting. While others in the industry are concerned, McDonald is upbeat about the announcement. The CEO said marketers had a “false confidence” in third-party data solutions, which never exactly delivered what was promised. He believes Google’s move will cause a return to traditional, tried-and-true methods, such as brand awareness and direct response campaigns, which he applauds.
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