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Social advertising continues to boom. With one-third of all digital display budgets going to Facebook and projections of social ad spend exceeding $50 billion in 2018, brand marketers are quickly facing several new data challenges — none of which can be ignored. As investment levels explode, so do the data exhausts. This is forcing brands to ask: Do I control the access to my data, and what happens if I don’t?

First, it is important to define data accessibility. In this context, it means complete and uncompromised access of all social advertising data, no matter how many subbrands, teams or partners a company works with. Without control of their data and who can access it, a brand that switches agencies and needs to transfer millions of social advertising dollars and years of intelligence will have to spend months manually moving this data from the previous partner, assuming it even have access to this information.

If you’re like most marketers, you’re probably wondering: Does my company control our social advertising data? Where does this data live? Can I access it in its entirety? As marketers are finding out, the need for data accessibility is at a tipping point, and answering these questions is imperative for success going forward.

Continue reading at AdAge.com