When we talk to our clients about the advantages of digital advertising compared over its traditional forms, we repeatedly refer to its effectiveness, measurability and the ability to adapt advertising campaigns in real time. These are the key benefits of digital advertising, which give companies better returns when it comes to advertising investments. Of course, modern digital advertising is fuelled by data, which has become a precious commodity. However, the growth in usage increasingly calls for the use of a single data source, as this is the only way to ensure comprehensive and transparent insight into the performance of advertising campaigns.