General Motors Partners With NBCU, Advances First-Party Data Strategy
In the automotive world, General Motors is making progress with its first-party data strategy. By switching from a demo-based targeting approach to an audience-based one, it’s now able to construct media plans that are more efficient and produce better results. Read how the company is evolving its targeting strategies, diversifying messaging and refocusing campaign attribution, according to a piece in AdExchanger.
