Tunnl Blog

Marketing departments and C-suites alike have been buzzing about artificial intelligence for months. What it means for content teams, when and how to invest in it appropriately, and if regulation is on the way have been among the top questions circulating through LinkedIn, closed-door meetings, and as break-room banter. But the real question is, what’s in it for you as a data-driven advertiser? AI is being lauded as the secret to success for lean teams with tight budgets and few resources, and AI-powered tools have been favorites for advertisers everywhere for many years already. Several of the tactics you employ in your campaigns lean on AI and machine learning to get you the results you depend on, but there’s certainly more potential for you to tap into if you want to maximize the value of AI innovations in your campaigns.

Policymakers’ priorities have shifted this quarter as major elections approach, wars rage, and industries innovate. Do their interests align with the critical issues in your campaigns? Is their outlook in your favor? Is your data up to date?

A few years ago, Think With Google reported that 92% of leading marketers believed their growth depended on using first-party data to understand what people wanted. Now reports from Acquia and Vanson Bourne are showing 88% of marketers saying first-party data is even more important than it was two years ago. The approach of a cookie-less future has thrust first-party data onto an unprecedented pedestal. But is it enough to accomplish your campaign goals on its own?

Audience data providers are a dime a dozen. Ad platforms offer you audience data, managed service providers offer to place media buys for you based on their own audience data, and third-party audience data sources promise improved reach efficiency with their insights. You have options.

Environmental, Social, and Governance (ESG) awareness is surging. Legislators and consumers alike are weighing the impact of their investments, purchases, partnerships, and patronage with organizations based on how environmentally and socially conscious those organizations are. But how is that heightened interest advancing or impeding our national trajectory?

Updated August 2023 If you've ever bought sushi from a gas station, you know that compromising on quality can be dangerous. Audience data follows the same rules: not all data is equal, and quality counts. Compromise on audience data quality, and you put your entire operation at risk for security concerns. But unless you have a large team and an even bigger budget, it’s unlikely the minutiae of secure data management and ongoing data quality assurance are at the top of your priority list. But when it comes to your audience intelligence platform, they need to be.