4. Rely on the best, most intelligent data. Data is abundant, but how smart is your data? You need to know not just who is seeing your ad but who’s engaging with it, and how. And you need to know which creative is working and which is not. Does a blue background work better than a green background? Intelligence and creative are part of the same equation for connecting with consumers. With the right data, you have the ability to know what your targets are thinking about your ad and can change up the creative accordingly. And you need a partner that’s always expanding its data resources. For example, Undertone recently enhanced targeting of our clients’ ads by partnering with Fyllo, creator of the first and largest ecosystem of cannabis and CBD-derived purchase data, which enabled marketers in mainstream categories like CPG, QSR and pharma to reach a whole new group of consumers.