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Media Buying Briefing: A look at data standardization as generative AI and privacy landscape changes

Image by Ivy Liu

NOVUS’ own Nik Hengel contributes his thoughts to the Digiday Media Buying Briefing: A look at data standardization as generative AI and privacy landscape changes.  Full report available at Digiday.com.

No agency can escape measurement challenges these days — but many are looking to tighten up their data standards practices as generative artificial intelligence and privacy changes exert more influence on them.

Not only does standardization become paramount when ensuring accurate measurement, attribution and optimized campaign results, but without good data in place, AI tools would be ineffective.

On building taxonomy and data governance:

Nik Hengel, vp of platform at Novus Media’s data unit Localytics, agreed that agencies need to be tracking at the same level of detail they want to report against. “When we onboard, and even when we pitch, we have dedicated workstreams across planning, analytics and activation teams to make sure we are capturing all the necessary levels of detail, and we understand how we can harmonize within and amongst all channels.”