Digital data is growing â€" but a lot of it is doesn't work, is undervalued, or not given to users who can benefit from it.
“What’s broken is that we are moving down a path
that isn’t scalable,†Adam Gerber, chief marketing officer of Quantcast, at a panel discussion that the 4A’s media conference in San Francisco. “Publishers don’t
give the data that marketers want.†He adds that what is given is also “defined by the marketplace.â€
Digital media offers tons of data, but a lot of it isn’t worth
much as yet. Scott Hagedorn, chief executive officer of PHD USA, says a lot is “exhaust†data, stuff that comes after being used by the consumer â€" stuff that may have lower
value.
Geoff Ramsey, co-founder and chief executive officer of eMarketer, reiterated some optimism that future digital media spending could wind up a part of a 50-50 world â€" where 50%
of marketing and media dollars is spent on digital media platforms and 50% is spent on traditional analog platforms.
Privacy and other issues are a problem with data, says David Smith, chief
executive officer of Mediasmith Inc. He notes there are some unscrupulous businesses taking data that they probably shouldn’t be taking. “There is a misuse of data,†he says.