In the news: As media planning becomes increasingly data-driven, brands face a critical challenge when switching agencies: retaining control of their data.
In a recent article from AdAge, Tom Denford, CEO of ID Comms, advises brands to take proactive steps to secure data ownership and portability before launching agency reviews.
“Data transitions can be tricky, but with the right preparation, they’re manageable,” Denford explains. He advises brands to secure ownership of their media accounts on platforms like Google and Meta to avoid complications.
First-party data is now a critical asset, and agencies that can unlock its value and deliver actionable insights stand out. With data driving today’s media strategies, Denford underscores that staying ahead means making data a top priority in every agency review.
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