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. more than half 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."
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."