There is a growing misconception in digital media. Evolving marketing practices and adopting a data-driven approach is NOT simply an ad tech problem. Many technology vendors in the people industry are working hard to frame it as such, claiming that brands and agencies can become savvy data-driven organizations by cobbling together a handful of SaaS technology solutions. Nothing could be further from the truth. While data-driven marketing represents a massive opportunity to bring efficiency and accountability to digital, doing so requires skills, strategies, and expertise not currently found in most marketing departments or agencies today. Success demands a holistic data, execution, and analytics strategy that is unique to the advertiser's business.