Outlook for Data’ Study, Measurement & Attribution to Be Top Industry Focus in 2017 [REPORT]

Marketers, media buyers, publishers, and digital advertising technology executives say that “better reporting, measurement or attribution” will be the top industry issue this year—a shift from 2016, when “cross-device audience recognition” took the lead position, according to “The Outlook for Data 2017: A Snapshot into the Evolving Role of Audience Insight.” This second annual benchmarking report, commissioned by IAB (Internet Advertising Bureau) and its Data Center of Excellence, and compiled by Winterberry Group, also shows that respondents expect “cross-channel measurement and attribution” to occupy their time and resources in the coming year. This is a notable change from 2016, when “general audience analytics” was demanding the most attention – highlighting tangible progress as firms grow more sophisticated in their use of data across a wide range of advertising and marketing use cases.

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. As with last year’s study, data users said that “demand/interest from our customers” was the primary factor driving their organization’s data-driven marketing and media initiatives in the year ahead. “Growing emphasis on investment measurability/accountability” also continues to be an important driver.

While “insufficient availability/functionality of supporting technology” was cited as the biggest obstacle panelists saw impeding their efforts to leverage audience data in 2016, this year saw two other challenges now outrank it—with one, in particular, clearly driving the industry’s renewed focus on measurement and attribution:

•     Difficulty in proving ROI of our data-driven programs (45%)
•     Lack of internal experience (at the functional/operational level) (45%)

“Cross-media measurement and attribution are critical issues that demand focus and significant resources this year and beyond,” said Dennis Buchheim, Senior Vice President, Data and Ad Effectiveness, and General Manager of the IAB Data Center of Excellence. “Over the course of 2017, IAB plans to work vigorously towards solutions in identity, attribution, and measurement—developing guidelines, standards, and services that will benefit the entire industry by simplifying and enhancing data-driven media transactions. In addition, our work with the IAB Digital Data Solutions Certification Program and broader education and community-building efforts will raise the level of professionalism in the digital advertising industry and establish stronger operational teams in data management.”

“More and more stakeholders from across the ecosystem are making significant investments in data,” said Jonathan Margulies, Managing Director, Winterberry Group. “This research points to greater sophistication in data-driven marketing and media, and with it new opportunities and challenges to address in the coming year.”

To download report CLICK HERE.