Ad Execs: As Supply Of Data Expands, So Does Supply Of Data Analytics Partners

by Joe Mandese @mp_joemandese, July 2, 2019

The increasing availability and complexity of consumer data is driving a corresponding increase in the supply of data analysis platforms and partners, according to a survey of ad execs conducted for MediaPost.

The study, conducted by Advertiser Perceptions in June, found that nearly three-quarters (71%) of ad organizations now have relationships with two or more data platforms/providers, and 22% expect it to increase in the next six months.

The top reasons cited by ad execs for boosting their supply of data analysis partners are the volume of data they must contend with (69%), the complexity of the data (41%), and the inability of their organization to integrate various forms of data in a manageable way (24%).

advertising, analytics, data, data management

1 comment about "Ad Execs: As Supply Of Data Expands, So Does Supply Of Data Analytics Partners".

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Ed Papazian from Media Dynamics Inc, July 2, 2019 at 10:20 a.m.
Frankly, the finding---that only 22% of the respondents think they will expand their base of suppliers---is rather underwhelming support for the premise of this article.
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