According to a new study from eConsultancy and Signal , data - driven and people - based display advertising is increasing in popularity compared to web - based models of traditional digital display . The report shows that advertising budgets for addressable displays are being increased , as it delivers higher performance and return on ad spend . Two - thirds of those surveys agreed that " ... display should be replaced by relevant , data - driven advertising . " The report also showed that consumers need to protect their first - party data , as 80 % of respondents said they were concerned with data governance when dealing with " walled gardens . "
According to a new study from eConsultancy and Signal, data-driven and people-based display advertising is increasing in popularity compared to cookie-based models of traditional digital display. The report shows that advertising budgets for addressable media are being increased, as it delivers higher performance and return on ad spend. Two-thirds of those surveys agreed that "...display will be replaced by relevant, data-driven advertising." The report also found that companies need to protect their first-party data, as 86% of respondents said they were concerned with data governance when dealing with "walled gardens."