In this exclusive Q&A, Sandy Ghuman, managing director at Silverbullet, discusses how publishers and buyers are adapting to first-party data, how brands can best navigate the current economic climate, and why strategy is imperative to succeed in the privacy-first era.

“In the current economic climate, it’s more important than ever for marketers to remain relevant in keeping existing customers’ loyalty, whilst capturing new audiences’ attention and trust in the moments that matter. There is a responsibility we as an industry have to ensure that advertising experiences are complementary and engaging, versus overwhelming, especially during these difficult times. And there is one key component that brands need to unlock in order to do so. Data.”

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