Digital Advertisers Bought More Varieties of Data in 2016
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There’s an incomprehensible amount of audience data flowing around the digital ad market, and a new report suggests advertisers are investing more money to layer data onto their ad buys. They’re selective about it, though.
In 2016, for example, CPG and retail brands sought after consumer profile data about urban families. Compared to other types of advertisers, more automotive, telco, retail and finance advertisers bought audience data showing what brands people own or are interested in. And half of the data representing b-to-b audiences was bought by electronics and computer brands.
According to Eyeota’s 2016 Annual Index Report, there was a 66% overall increase in the use of audience data for digital ad campaigns in 2016 compared with 2015, based on the digital data firm’s view of the global market.
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