The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight

This inaugural edition of "The Outlook for Data" found that digital media practitioners focused their 2015 efforts predominately on the continued expansion of their programmatic display media buying initiatives. In the year ahead, these same stakeholders expect to shift their attention and resources to programmatic approaches across emerging channels and formats—as well as to solving for audience recognition across devices.

Highlights include:

  • Despite growing industry buzz around new formats and audience engagement approaches, panelists said that they’ve been focusing their data initiatives on an familiar practice: Programmatic media buying for “established” digital formats— like display—represented the most common data‐driven use case in 2015, cited by 50.5% of panelists as a key area of focus last year
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