2020 IAB Data-Centric Organization Report

The Data-Centric Organization 2020

This third installation of The Data-Centric Organization explores how U.S. companies are evolving their business practices and functional priorities so as to better leverage data across their advertising, marketing and other audience engagement efforts.

This survey of business leaders across the industry reveals how organizations are evolving with respect to four key operational pillars that collectively reflect how those companies use data—and enable true “data-centricity”—in everyday practice.

Highlights include:

  • (Unmet) Great Expectations: Data centricity continues to represent a centerpiece goal for a broad array of consumer-facing and B2B organizations, but practitioners are struggling with a disconnect: they’re highly optimistic about the likely future benefits of their data-oriented initiatives, but report achieving only modest . . .


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