Prices rise for the Digiday Programmatic Marketing Summit after Mar. 24
A recent article in AdAge tackles a question that most brand-marketing executives are probably asking: How much of my budget should I be spending on data? Data is important because it could be a brand’s customer-service tool. Data, if used correctly, helps marketers identify and then target the most relevant audiences, increasing online marketing’s ROI. AdAge columnist Jason Del Rey expects the spend on data to increase going forward.
The best data investments should stretch budgets, not necessarily add to them. But here’s some guidance: if you’re launching a broad, awareness-driving campaign, data may not be your first tactic. On the other hand, if you’re trying to drive sales or purchase consideration, you should often be looking to more data-centric plans, combining both first- and third-party information where possible. “I think you’d be hard-pressed to find savvy marketers that aren’t spending 10 percent, 15 percent, 20 percent of their budgets on data-driven plans,” said Jordan Bitterman, senior vp of social marketing practice director at Digitas. Expect that number to only grow going forward.
Click here to read the entire article on AdAge. To follow AdAge on Twitter, click here.
More in Media
Cloudflare’s compliant crawler highlights tension – and opportunity – in the emerging AI content market
Cloudflare faces tension in its new role: sitting in the middle between publishers and AI companies while balancing trust, control and monetization.
Media Briefing: What to expect at the Digiday Publishing Summit, March 2026 edition
Execs from The Atlantic, Arena Group, Bloomberg, Business Insider, The Guardian, New York Post, People Inc., Washington Post, and more, will share their strategies on everything from zero-click audience strategy, to AI licensing deals and RAG readiness, to how they’re embracing creator strategies to help boost engagement with younger audiences.
Why one creator commerce platform is connecting brands and creators for ‘flat-fee’ campaigns
Quick Collabs is LTK’s latest attempt to make creator marketing campaigns faster and more scalable. for brands and creators alike.