Data as Competitive Advantage Whitepaper

Data as Competitive Advantage Whitepaper, by IAB and Winterberry Group, clarifies the role that data plays in driving competitive business advantage across a range of advertising, marketing and digital media use cases. Compiled through an executive-level outreach and interview effort—including online, telephone and in-person surveys of over 100 thought leaders—it demonstrates that:

• Overwhelmingly, marketers and publishers see competitive advantage as something that’s driven by a better understanding of their customers—and better-informed deployment of the media channels and technologies that power engagement with the same. Perhaps not surprisingly, their greatest data-driven successes thus far have been associated with their collection and segmentation of first-party data in efforts to drive a richer, more actionable view into their customer . . .