In this latest VoxPop, Dmitry Shishkin, independent digital consultant, joins ExchangeWire's head of content to discuss how user needs can inform content strategies.

In this session, Shishkin and Still discuss:

  • How to identify user needs within the context of ad tech and why doing so matters.
  • How identifying audiences is helping advertisers to curate their content strategies and monetisation models.
  • The prevalence of context and what it means for the relationship between publishers and advertisers.
  • The wider benefits a defined user needs model can offer a company.