When a model is trained on a brand's full converter base, it can better identify patterns that distinguish a casual browser from someone close to buying.
Wednesday, July 15th, 2026 – 12:35 am
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Phil Cowlishaw
Managing Director
Brands have spent years and serious money building a direct understanding of their customers within analytics platforms, CDPs, loyalty programs, consent frameworks and CRM systems. And yet, when it comes time to make a media buy, they still hand the process over to algorithms shaped by someone else’s data.
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