There is no doubt that data is at the center of everything we do today. From grocery shopping to riding Bird scooters across the city, data has ingrained itself as the inevitable in our daily lives.

At no surprise to anyone in the marketing industry, campaigns must run through multiple channels to have a chance of making an impression on their audience.  From buses and billboards, to social media platforms and reputable websites, and everything in between, there are countless ways a person can come across and interact with advertising efforts.  So how exactly can advertisers simultaneously monitor the delivery and performance across all of these channels in a meaningful way?  More importantly - how do marketers account for the fact that these channels work together and create synergy?

In my 20 years of selling media, I’ve learned that there are three critical rules to cultivate and grow a successful business relationship. Certain people communicate differently than others, and you learn to pick things up along the way. My top goal throughout my career has always been to get them to like me, get them to know me and then get them to trust me.

Advertising, like many other industries today, faces an age of uncertainty.  Rapid advances in technology give brands more options than ever to tell their story to consumers, who are changing how and where they consume media.  While this phenomenon is altering the media landscape as we know it – channels like TV that account for the largest advertising investment face the greatest changes.