In the latest NDA Meets podcast, NDA Editor Justin Pearse sits down with Jonny Whitehead, Strategy Director at Skyrise, an audience targeting platform powered by mobile network data.

The conversation is focussed on how the digital media industry is shifting into a new era of media effectiveness, driven by regulatory shift and the huge issue of signal loss, throwing up challenges to the digital ad industry's approach to digital attribution and tracking .

"Moving into the third age of media effectiveness, we're embracing historical media planning and buying theory but with the added benefit of better data, a focus on ad quality, inventory and interaction," says Whitehead. 

There is a growing philosophical divide between people still trying to find a replacement for cookies and IDs and those who think there is massive value to be had in breaking free and finding new ways of approaching media." 

We also discussd how these macro shifts is leading to a renaissance in location data.