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Speaking on the “Data-Centric Publishing” panel at Publishing Insider Summit Marcus Witte, VP, Integrated Marketing, SourceMedia, highlighted the lack of communication between multiple data platforms and the challenges that can pose. His team solved the problem by overlaying a customer data platform across all of the existing platforms and getting all users down to a single-source ID. As a result of gathering first-party data via universal ID, SourceMedia was able to drive ad revenue and monetize efficiently.
MODERATOR Sara Guaglione, Reporter, Mediapost; PANELISTS Nikesh Desai, CEO, Investing Channel, Deepna Devkar, Director of Data Science, Dotdash, Andrew Owens, Director, Analytics, Bauer Xcel Media, Marcus Witte, VP, Integrated Marketing, SourceMedia
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