Holistic Campaigns Need More Consolidation Across Investment Teams says Adobe’s Toccara Baker


Brands and agencies wanting to plan holistic ad campaigns which work across different platforms must bring their investment teams together says Toccara Baker, special operations consultant at Adobe. Only by bringing together these various departments and buying through one channel can brands and consumers understand how and when their message is reaching an individual. Baker also explains why brands should not see social as separate from their overarching campaigns, and why she hopes refunding fraudulent traffic becomes an industry standard. Filmed in London at New Video Frontiers 2017.

 


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