Put your customer at the front of the pack.
For the past decade, marketing agencies have focused their energy — and their clients’ money — on the acquisition and growth of new customers through non-permission-based, third-party providers like Facebook, Blue Kai, Oracle, and others. Think paid ads that interrupt your browsing with a sales pitch: the backpack you saw once that now follows you relentlessly around the internet.
The truth is, ever-evolving changes in the iOS and Android platforms and the old ways of buying invasive, often expensive data sets from third party providers have massively declined in performance. Which means that the return on ad spend (ROAS) has also fallen dramatically for a majority of brands and the agencies that advertise on their behalf.