Fading Data Signals Push Marketers To Question Their Accuracy
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Privacy laws intended to give people more control over their personal information and steps by technology companies to limit digital tracking of consumers are challenging marketers to seek other sources of data about media usage and exposure to advertising. This loss of signal has led brands and their agencies to question the reliability of audience data, a survey by IAB suggests.
More than half (59%) of data decision-makers said they’re less confident about the data they receive from social platforms, the IAB’s survey found. Typically, these social media apps are digital “walled gardens” that collect information about their users but don’t allow the information to be exported, making comparisons of campaign performance more difficult.
Marketers are gathering more information directly from consumers to gain greater insights into their behaviors. The most popular data to gather are contact information (84%), device identifiers (81%), transactions (73%) and content consumption, the IAB survey found.
More than half (59%) of data decision-makers said they’re less confident about the data they receive from social platforms, the IAB’s survey found. Typically, these social media apps are digital “walled gardens” that collect information about their users but don’t allow the information to be exported, making comparisons of campaign performance more difficult.
Marketers are gathering more information directly from consumers to gain greater insights into their behaviors. The most popular data to gather are contact information (84%), device identifiers (81%), transactions (73%) and content consumption, the IAB survey found.
