Digiday+ Member Article

At the Digiday Hot Topic UK: Data-Driven Publishing event last November in London, we sat down with over 20 advertising executives from major companies to better understand major challenges with using data in digital advertising. Check out our earlier research on brands’ plans to move marketing efforts in-house in 2018 here. Learn more about our upcoming events here.

Top findings:

  • Thirty percent of respondents said unreliable third-party data was the biggest challenge when using data in digital campaigns.
  • Eighty-two percent believe that third-party data is unreliable.

Unilever CMO Keith Weed urged the advertising world to address the murkiness and inefficiencies of the digital supply chain in his keynote address on Feb. 12 at the IAB Annual Leadership Meeting. In a conversation with Digiday, he emphasized what he calls the “three V’s“: viewability, third-party verification and value. While Weed raises important issues facing the industry, he neglects long-standing issues contributing to the “swamp” in which marketers often find themselves. According to a Digiday survey on the challenges with using data in digital campaigns, respondents said they have the most trouble with creating reliable audience segments and securing dependable third-party data.

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