• by Wayne Friedman , February 12, 2018

While a majority of marketers, publishers and tech developers see higher investments when it comes to their companies’ spend on data this year, there are obstacles to gaining value from those investments.

According to a report from the Interactive Advertising Bureau and research and consulting firm Winterberry Group, half of respondents cited “insufficient supporting technology” as a primary concern in gaining value from data investments.

The report was released at the IAB Annual Leadership Meeting in Palm Desert, California.

Overall, 60% of marketers, publishers and tech developers said their organizations spent more on data in 2017 than 2016. This year, 81% plan to spend higher levels than a year ago.

When asked what will occupy most of their time in 2018, 64% say cross-channel measurement and attribution (with 52% planning to improve their cross-device audience recognition capabilities); 51% point to programmatic media buying for emerging formats; and 51% cite predictive modeling and/or segmentation.

The study said artificial intelligence and blockchain technology are expected to become bigger priorities this year.

Research results came from an online survey of members of the IAB Data and Programmatic Councils. A total of 99 members responded to the survey, which remained open during parts of December 2017 and January 2018.