In December 2018, IAB Data Center of Excellence published Defining the Data Stack, a baseline guide on how “different types of data can enhance business performance for brands when used properly.” This primer provides a comprehensive framework, definitions and recommendations across the data spectrum, particularly in light of the rise of the direct brand economy whose success in leveraging data to “unlock effective, ongoing, direct relationships” with their customers has shifted the retail business paradigm.
Following the publication of this Guide, IAB Mobile Marketing Center of Excellence’s Local Committee formed a working group to look more closely at the language specific to location-based marketing: the . . .
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