Data is everywhere and it is the topic of almost every conversation. But the value of data itself is often questionable. For the past couple of years, everyone in the media buying industry has been trying to see how they can profile users and collect data for better targeting.

A range of technologies and methodologies is coming from the developed markets, offering significant advancements in advertising quality. After a couple of years, we realized that the more data we gather does not mean that we can better understand the users and / or advertise more precisely.

Do we know how to get quality insights from the gathered data? Is the region too small, with too little population, to be profitable for profiling with expensive technologies? How to get quality data and make a ROI for the brand?

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