understand and leverage data Advertising has changed significantly over the last 10 years and will continue to do so in the future. While the growth in digital advertising at the expense of offline advertising has been dramatic, the evolution in digital advertising and demise of traditional advertising will intensify over the next 5 years. This […]

understand and leverage data Advertising has changed significantly over the last 10 years and will continue to do so in the future. While the growth in digital advertising at the expense of offline advertising has been dramatic, the evolution in digital advertising and demise of traditional advertising will intensify over the next 5 years. This is the last of five thoughts on the subject of the changing face of advertising. Recent research in the United States found that 91% of advertisers have, or plan to adopt, a ‘data management platform’ (DMP) within the next 12 months. Other research found that 94% of advertisers rely on a broad base of CRM data, ranging from transactions and contact information to brand preferences,to track advertising effectiveness. Yet another study found that 47% of advertisers in North America will increase their use of third-party data in the next year, the largest increase among regions.…