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"I'd say that we're in a new age now where we rely on our screens and the main challenge is to actually understand their [brands'] own marketing strategy and also how offline can marry digital as those used to usually sit separate from one another. I'd also say that a huge element actually relies on internal communication - so from offline teams to online teams to not work in silos but together to really understand how to qualify leads. ... I'd also add.. understanding what to do with their [brands'] data. Essentially the user, which is the piece of data understanding how to use their data to reach the right person with the consistent message which almost takes you back to the traditional days of advertising. " - Niki Chana, Women in Programmatic Network.
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