
Facebook is Launching a New Interview Series Looking at Evolving Shifts in Advertising Approaches

"Across several chapters, we will explore how the marriage of data and creativity is helping drive best in class advertising and powering better return on investment for brands. In this introductory piece, Facebook's ANZ Head of Marketing Science, Andy Ford, is joined by BMF's Head of Effectiveness & Data Strategy, Jen Rhodes, and CHE Proximity's Chief Data Officer, James Greaney, to discuss the intersection of data and creativity." |
"The importance of combining rich data to improve creative quality has been long established, but as we move into a cookieless, privacy-first world, it's more important than ever." |
The pair also discuss Facebook's evolving use of machine learning and AI to inform its ad targeting and how that's also altering strategic approaches. This from Greaney:
"By using the tools and technologies we have at our disposal, the advertising industry can create great entertainment and experiences that are genuinely valuable. And since we have the ability to measure its effectiveness, we need to lean in and make sure that we're understanding it properly."
