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Home 🌿 Cannabis Technology News 🌿 Why Marijuana Marketing Needs Some Data-Driven Dankness 🌿Why Marijuana Marketing Needs Some Data-Driven Dankness
Jayne Pimentel is high on marijuana marketing – in particular using ad tech to support a budding industry.
Pimentel, currently Reddit’s ad ops chief and formerly demand-side platform Turn’s director of emerging media, is also founder of CanX – an app designed to connect cannabis growers, product producers, dispensaries and consumers.
It uses anonymous registration data that lets producers see which products from which dispensaries are most popular. Consequently, they can market on a one-to-one basis to people on CanX.
“CanX is similar to programmatic, in that you can use data on the supply side,” Pimentel explained. “If you think of the producers as the supply side and the consumer as the demand, we’re trying to connect those pipes.”
Connecting those pipes using non-data-driven methods can be tough, as marketers will be thwarted by a complex set of regulations, which vary state by state.
“If you can’t advertise and you’re...
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