Ad frequency capping fails despite mature retail data tools, eMarketer finds
Colgate-Palmolive’s Keith Lehmann says the tech to stop retargeting past buyers already exists, but campaign volume and disconnected data cause repeat ads anyway. One pharma brand hit him with 24-25 ads in a single session.
Why it matters. Retailers who share how their recommendation and ad tech actually works give brand partners a real edge in fixing wasted spend, leaving those who don’t guessing.
Signal from emarketer.com · read the original.
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