There is a new wave of tracking tools that help to link advanced datasets with sales information to help marketers efficiently steward their targeted buys. One is Mbuy, which offers multiplatform analytics to inform advertisers step by step through a consumer journey. Mbuy recently expanded its relationship with Nielsen by offering clients access to Nielsen’s Ad Intel spend data. I recently spoke with David Hohman, Executive Vice President, Global Managing Director for Agency Business at Nielsen. He is at the forefront of this effort and described how it will impact the advertising landscape.
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