With competition just a click away, relevance and creative differentiation become critical for brands, calling for a combination of media- and data-driven creative, analytics and optimisation.
In an age where brand safety is paramount, contextual marketing helps brands ensure that their content ends up in the right places.
Prophet's 2018 China Brand Relevance Index shows Chinese brands raising their relevance due to innovation, not just pricing.
Consumers want more from brands in return for their data than well-targeted messages. So what can brands give them?
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