In this episode, we dive into the evolving world of data-driven advertising with Dave Wisdom, Global Head of Sales Engineering, as he breaks down how leveraging first-party data is changing how companies approach growth and audience engagement. With more than two decades in the industry, Dave shares insights on everything from optimizing audience targeting without relying on third-party cookies to creating impactful customer data platforms. His expertise sheds light on why traditional tracking methods are becoming obsolete and how innovative solutions now enable advertisers to target consumers more effectively and securely without needing sensitive, consented data.

Starting with his career journey, Dave explains how his background in data, marketing automation, and ad tech shaped his perspective on the power of customer data. His experience with companies like Braze and Salesforce prepared him for today’s fast-paced ad tech environment, where ensuring privacy and relevance is critical. In an age where digital advertising is evolving quickly, Dave emphasizes the importance of securely connecting with target audiences and making valuable impressions without relying on outdated, intrusive tracking methods. He shares how leveraging user behavior and intent is now key to enabling publishers and advertisers to better serve high-value audiences through privacy-respecting data-driven strategies.

Throughout the conversation, Dave delves into the role of AI and machine learning in advancing ad targeting. He describes how AI can identify patterns in user data to create micro-cohorts, delivering tailored content and ads based on unique behavioral characteristics rather than broad demographic categories. He outlines how this hyper-targeted approach allows companies to optimize engagement and drive conversions without sacrificing user privacy. Dave also talks about the challenges of managing and making sense of the vast amounts of data generated in real time and how his team enables companies to gain actionable insights without requiring extensive technical expertise.

Dave offers practical advice on leveraging modern tools to identify relevant audience segments, drive engagement, and adapt marketing strategies to meet changing consumer preferences. For professionals looking to deepen their understanding of data usage in marketing, his insights into integrating data with CRM systems, AI-powered creative assets, and data-driven audience segmentation are invaluable. Dave highlights how a well-executed data strategy not only strengthens advertiser-publisher relationships but also allows brands to build more authentic, lasting connections with their audiences.

For those wanting to reach out or learn more from Dave, he’s available on LinkedIn at www.linkedin.com/in/davewisdom/. For more information on our services and AI-driven growth solutions, visit nextgengrowth.com.