Lack of Accountability in Today's Digital Advertising Environment Will Only be Resolved by Mastering Data Quality Management -- Fariba Zamaniyan, TiVo

“Not all data is equal. There can be an awful lot of bias in the data modeling and collection process. This can be problematic. Limiting bias is key for effective data analysis and decision-making. While the situation is getting better with more sophisticated methods of data mining -- which is shaping the transformation of digital advertising -- the discipline is still evolving.”

With spending on digital advertisements poised to cross the $300 billion mark as we approach the middle of the decade, brand managers, marketing agencies and other key players in the industry are in a race to secure strong market positions in this constantly evolving environment.

The ability to capture, rationalize and analyze data to rapidly execute effective advertising campaigns across an increasingly complex digital landscape has emerged as a competency that will have to be mastered to enjoy sustained success. 

This is where data quality management plays a critical role in successful digital advertising, according to TiVo's Fariba Zamaniyan. Here is an excerpt of what she had to say.