The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight

IAB Australia Mobile Location Data Handbook - April 2017

The third annual benchmarking study explores how digital marketing and media practitioners are using audience data, and how they intend to advance their data-centric use cases in the year ahead.  Based on the research, it is clear that Data continues to play a critical role across a vast range of advertising and marketing applications.

Key Findings:

  • Spending on Data and Related Solutions Continues to Rise: Marketers, publishers and technology developers continue to grow their spending on audience data and related solutions; 60.3% of survey respondents reported that their organizations spent more on data and related services in 2017 than they did the year before, and an even larger majority (80.8%) expect to grow their investments further in 2018 . . .


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