• eMarketer, Thursday, February 18, 2016 9:42 AM

Marketers are looking to make their data work harder but hurdles remain, as eMarketer reports. Research from the IAB and Winterberry Group surveyed 120 U.S. digital marketing and media practitioners to find that one-third of respondents said lack of internal experience at the functional and operational level was a major obstacle in deriving substantive value from data-driven marketing and media efforts in 2016. In addition, they cited lack of volume and quality of first-party data resources.

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