Mediahuis: Finding right tech partner for advertising data is key

By Shelley Seale

INMA

Austin, Texas, United States

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Jessica Bulthé, data scientist/digital advertising at Mediahuis, thinks most media companies are investing heavily in data — and appropriately so — for advertising initiatives.

Speaking at INMA Media Innovation Week in Hamburg, Germany, Bulthé said she has found media organisations have prioritised data and are investing in it appropriately.

“I think most companies in the world, not just media, data is the next big thing,” she said. “If you get to know your data as any type of company, you can improve a lot of your processes — going from predictive maintenance to just delivering ads.”

At Mediahuis, the biggest challenge is finding tech companies that combine data analysation for both readers and advertising, Bulthé said: “The combination of those two — if anybody ever finds it, they can let me know, because we’re currently looking for that.”

Given that isn’t yet on the market, Bulthé advises media companies to be smart about the tech company that they do work with.

“Find a good tech company that is incorporating most of your needs instead of trying to plug in all small techs together.”

About Shelley Seale

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