Stop Picking Sides: Let ‘Living Data’ Power Total TV

The strongest strategies for using data in CTV recognise that both first-party and third-party data have a role to play, says Matt Bryan, Director of Analytics & Insights at Samsung Ads EMEA. But that doesn't always happen in practice. In this article, Bryan explores how the concept of 'living data' can guide marketers in how Read More

Last updated May 5, 2026 by ATDb automated enrichment