This is the second post in our series to explore the convergence of audience data and search marketing. In our last post, we heard from industry leaders on the opportunity and how audience data helps them deliver even more relevant and resonant messages.
This week, we explore what the future holds. iProspect’s Ben Wood, Havas Media’s Paul Frampton and the IAB’s Steve Chester share perspectives on the continued convergence of audience data and search marketing, implications for digital marketing teams and how they work together, as well as how audience data in search will help bridge the gap between branding and direct response.
Look for our next post in the series, where we will explore best practices for advertisers who are looking to embrace audience data as part of their search marketing efforts.