Over 300 executive from publisher companies were polled on how they utilize audience data in their business. In this week’s ad ops video, we take a closer look at the results from the poll. We discover how publishers use their data, if they run it in-house or outsource operations, how they measure success and much more.
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Video transcription
Data solutions company Lotame studied how publishers are using their audience data.
Out of 300 senior executives, 80% would outsource their data strategy because of limited resources.
69% reported that their companies collect audience data.
Of those, 78% reported that they have an in-house team to address needs and execution.
25% of those polled aren’t sure how to utilize their data and which tools are needed.
For publishers, developing a data strategy requires a big investment in talent and technology.
Not all have the in-house resources to execute such a strategy.
A third of publishers are selling their audience data to boost their revenue.
56% of publishers are using this data to develop an increase in returning visitors, new numbers of unique views and higher page views.
49% measure their success through ad inventory optimization.
38% through overall ROI and monetization opportunities.
What’s your audience data strategy?
For publishers, there are many opportunities you can use to increase the bottom line.
