Among other key findings, half of respondents (50%) cited “insufficient supporting technology” as a primary obstacle in their ability to gain value from their data initiatives, while roughly one-third (32%) said that technology would play a vital role in leading their data initiatives this year. Of particular note, artificial intelligence (AI) and blockchain technology were frequently cited as innovations that would likely command more time and attention in 2018.
The research also found that marketers, publishers, and tech developers are increasingly focusing on richer cross-channel marketing engagement and the measurement of it, with more than half of respondents (52%) reporting that they plan to improve their cross-device audience recognition capabilities in 2018 to ensure customers are getting the right content in the most relevant ways.
When asked which use cases they expect to most occupy their time, attention, and resources in 2018, respondents’ most common answers were:
- Cross-channel measurement and attribution (64%)
- Programmatic media buying for emerging formats (51%)
- Predictive modeling and/or segmentation (51%)
“The projected increased investment in data aligns with our research on direct brands. This trend is centered on utilizing consumer data to create custom experience and increased value to customers,” said Orchid Richardson, Vice President and Managing Director of IAB Data Center of Excellence. “Additionally, accurate cross-channel measurement and attribution is an important component in the direct-to-consumer playbook and IAB has made work on this a priority in 2018.”
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