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95 — Versatile Visions: Bridging Ads, Research, and Academia with Mark Truss
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Personalized advertising: a boon or a bane in the AI era?
In this episode of the Greenbook Podcast, we are joined by Mark Truss, Chief Research Officer at VML, who shares his journey from vendor research to advertising agency work, highlighting the distinct methodologies of each sector. Mark discusses the evolving landscape of analytics and research, emphasizing the role of AI and automation in enhancing research efficiency and creativity in advertising. He explores the challenges of personalization in advertising, advocating for an integrated approach to brand and performance marketing. Additionally, Mark speaks about the importance of sample quality, his role as a part-time adjunct professor at Columbia, and even his involvement in a musical group "The Outliers".
You can reach out to Mark on LinkedIn.
Many thanks to Mark for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.
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