audience insight

According to marketers, media buyers, publishers and digital advertising executives, measurement and attribution will take center stage in the year ahead.

Commission by the IAB (Internet Advertising Bureau) and its Data Center for Excellence including Experian, and compiled by Winterberry Group, "The Outlook for Data 2017" report reveals the following highlights:

  • Over the coming year, users said they expect "cross-channel measurement and attribution" will take center stage in the organizations (57.1%)
  • "Difficulty in proving ROI of our data-driven programs" (45%) and "lack of internal experience (at the functional/operational level)" (45%) were cited as the two biggest obstacles impeding panelists' efforts to leverage audience data in 2017
  • More than two-thirds of respondents (67%) increased their spending on data and related services from 2015 to 2016 – and even more (71%) anticipate bigger budgets in 2017

Download the report for more full insights into what the 'Year of Measurement' holds for marketers like you and how to evolve your data-driven practices in the year ahead.


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