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Cross-Channel Audience Recognition and Measurement Will Be Key Priorities in 2016, According to IAB Data Center of Excellence Study

‘Outlook for Data’ Survey of Marketers, Agency Leaders, Publishers, and Technology Executives Forecasts Focus on Programmatic Buying for Emerging Formats

PALM DESERT, CA (January 26, 2016) – In “The Outlook for Data: 2016 Snapshot,” 70 percent of surveyed marketers, media buyers, publishers, and digital advertising technology executives said “cross-device audience recognition” will be a key area of focus and innovation this year. The report, published by the Interactive Advertising Bureau (IAB) and its new Data Center of Excellence, in conjunction with Winterberry Group, also found 58 percent of respondents believe “cross-channel measurement and attribution” will command significant time and attention in 2016.

More than half (53%) surveyed said they will focus on programmatic media buying for emerging formats, including mobile and addressable television, in 2016. By contrast, 43 percent stated that time, attention, and resources will be dedicated to programmatic buying for already-established formats.

When respondents were asked which factors will be most important in influencing data-driven marketing and media initiatives in the coming year, demand from customers was the top answer (60%), followed by measurability (48%), and the availability of first-party data (47%).

The survey identified several issues holding back greater adoption of data-driven advertising. The two main obstacles according to the report are:

  • Insufficient availability/functionality of supporting technology (45%)
  • Lack of internal experience at the functional/operational level (35%)

“This ‘2016 Snapshot’ presents a clear picture of where data-driven advertising is headed,” said Patrick Dolan, Executive Vice President and COO, IAB. “While there are still technological challenges and a need for further workforce education, data-driven advertising is clearly front-of-mind for the industry. At IAB, between the establishment of our Data Center of Excellence and the recent launch of our Digital Data Solutions Certification program, we are addressing these issues head on.”

“This report reveals significant growth opportunities for data-driven advertising,” said Jonathan Margulies, Managing Director, Winterberry Group. “We hope companies will use this report as a roadmap to devise their strategies for the year, dedicating resources to building up data segments that will help drive growth throughout the entire interactive advertising industry.”

“The Outlook for Data: 2016 Snapshot” represents the first output of the IAB Data Center of Excellence and its founding members, Acxiom, Conversant Media, Experian, Integral Ad Science, LiveIntent, Oracle Data Cloud, and The Weather Company. The study was released during the 2016 IAB Annual Leadership Meeting at the JW Marriott Desert Springs Resort and Spa in Palm Desert, CA.

To view the full report, please visit

Commissioned by IAB, the Winterberry Group conducted an online survey of 120 companies – all IAB members – including 48 marketers and/or publishers and 65 marketing services (including agency services) and technology providers. The majority of survey respondents (57%) have more than 11 years of experience working in marketing, advertising and/or media.

About the Winterberry Group
The Winterberry Group is a unique strategic consulting firm that supports the growth of advertising, marketing, media, information and technology organizations. Affiliated with Petsky Prunier LLC—a leading investment bank providing merger and acquisition advisory services to companies in the same sectors—the Firm offers its clients strategic perspective that is unparalleled in its addressable industries, while PPLLC maintains exceptional relationships with industry executives and business owners. This combination of market intelligence, research and strategic operating experience provides an educated outside perspective that we bring to each engagement. For more information, please visit

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.

IAB Media Contact
Laura Goldberg
[email protected]