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. " In the study, respondents were asked about their impressions of various types of online advertising, including cookies, analytics, banner ads, video ads and mobile ads.
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."