The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight

What is this report?

A new annual benchmarking study exploring how
digital marketing and media practitioners are using
audience data, and how they intend to evolve their
data‐centric practices in the year ahead

What is this research intended to do?

Help practitioners benchmark their own practices
and provide perspective on rapidly evolving industry
priorities and developments, helping stakeholders
plan their future initiatives

How were these findings compiled?

Though an online survey of 120 IAB special‐interest
council members*, including some of the most senior
and deeply engaged stakeholders in the digital media
and marketing community.The survey was deployed
in December 2015

Research & Thought Leadership
Interactive Advertising Bureau (IAB) Data Center of Excellence & Winterberry Group.
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