New IAB Study Reveals ‘Data Divide’: Early Adopters Leverage Cutting-Edge Opportunities in Marketing Data, But Barriers Remain to Broader Use of New Practices

Source:

IAB news release

Survey of Nearly 200 Advertising and Marketing Industry Thought Leaders Showcases Emerging Data Approaches & Identifies Key Challenges to Widespread Adoption

NEW YORK, NY — Continuing to demystify the myriad of digital data now available to marketers and online publishers, the Interactive Advertising Bureau (IAB) teamed with strategic consulting firm Winterberry Group to create a new study titled “From Information to Audiences: The Emerging Marketing Data Use Cases.” The white paper reveals new practices in data aggregation, management and deployment and spotlights barriers to widespread adoption. Its findings are based on research results from a survey of nearly 200 industry thought leaders and influencers, as well as Winterberry Group’s own quantitative and qualitative research.

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