Marketers and publishers remain intensely focused on achieving “data centricity” across their organizations, with 90.1% of survey respondents saying they either have or are planning to develop an enterprise strategy to support the use of audience data.
The same respondents said they expect those strategies will drive significant near‐term advances in how their organizations engage with data as an input to their advertising and marketing efforts. While only 9.8% of respondents described their organizations as “extremely” data‐driven today, more than 44% said they expect to achieve that level of sophistication by 2019.
Amidst that optimism, though, the same data users appear to be growing less confident that their efforts to date constitute real maturity given the growing complexity associated with deploying . . .
You must be an IAB Member to continue reading.
To receive IAB member benefits, you must be employed by one of our member companies and have a verified business email address associated with your account.
Log In or Create Account
If have an IAB Portal account, please create a new account on iab.com and we will link to your records. If you're logged in and believe you are seeing this message in error, log out and try with another account or contact us about your company's membership status.
Contact [email protected] with press inquiries.