Advertising data has traditionally helped brands understand who to reach and where to find them. But as technology evolves and expectations grow, could that same intelligence play a much bigger role in shaping business strategy?
In the first episode of our three-part mini-series with Mobsta, we're joined by David Graham, CEO of Mobsta; Izzy Morris, Paid Social & Programmatic Lead at VodafoneThree; and Demos Flouri, Head of Addressable at Hearts United, to explore how the relationship between brands, agencies and ad tech partners is evolving.
Together, they discuss the shift away from highly segmented audience targeting towards broader, algorithm-led approaches, and why the real value of data increasingly lies in the insights it delivers after a campaign. From understanding real-world consumer behaviour to turning audience intelligence into actionable business decisions, the conversation explores how advertisers can make better use of the information available to them.
The discussion also tackles the growing importance of trust, transparency and data privacy, particularly as automated platforms become more powerful and advertisers demand greater visibility into campaign performance.
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