Foundationally, great care must be taken with personally identifiable information (PII), especially when it’s shared with partners and vendors. Many brands have created PII related rules and workflows to ensure data privacy, and those that haven’t need to move in that direction

ift testing is one of the most commonly used methods for evaluating programmatic efficacy. It's common to see large programmatic budgets of $20M+, especially amongst DR marketers, be distributed to vendors purely on the basis of incremental lift.