IAB Survey: Marketers Using a Hodge-Podge of Data-Tech Tools
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When assessing data-management technologies, marketers want platforms that handle an increasing variety of data sets, primarily for things like predictive analytics and audience segmentation. That’s according to a recent survey of 50 top level marketing, data-services and tech-development execs for a report commissioned by the Interactive Advertising Bureau.
Those surveyed appear to rank data management for programmatic ad buying as a primary application for the types of platforms discussed. The report found 80% of participants said open-market programmatic ad buying was a central purpose. Around 60% said they cared more about using data platforms for digital ad content optimization and private-market programmatic ad purchasing.
Today the IAB released the paper, “Integrated or Independent?: Strategic Considerations for the Next Generation of Marketing Data Technology,” produced in conjunction with Winterberry Group. The study does not name any specific tech firms or data-management software products.
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