IAB data report: More investment, more confidence, more interest in AI and blockchain
The third annual study finds that marketers feel more able to retrieve value from data-powered initiatives.
Marketers and media practitioners are feeling more confident about their internal skills for getting a return from data-driven marketing. And they’re beginning to think more seriously about artificial intelligence and blockchain as tech for handling data.
Those are among the findings of the third annual report on the use of tools and people for managing audience data from the Interactive Advertising Bureau’s Data Center of Excellence.
“The Outlook for Data 2018: A Snapshot into the Evolving Role of Audience Insight,” conducted by management consultancy firm The Winterberry Group, surveyed 99 members of an IAB special-interest council on this topic in December and January. Although a small sample, it consisted entirely of professionals focused on this topic.