New research released today by AOL has revealed that access to first-party data is more important than ever for UK publishers, but this crucial currency is being hampered by a lack of effective analytical tools.
As a leading publisher and publisher platforms provider committed to simplifying a complex ecosystem, AOL conducted one of the largest studies of its kind in the UK and US, surveying current publisher trends according to 600 key decision makers, including over 300 from the UK’s biggest media owners and ad networks.
Over 70% of UK publishers questioned confirmed that access to first-party data across multiple platforms was very important, with nearly all (91%) now using a Data Management Platform (DMP) to monitor and optimise campaigns. And while the ability to evaluate and analyse data is now mandatory for publishers, the majority (56%) stated they were dissatisfied with their current data analytics tools, citing monetisation for cross-device and audience segments, revenue and deal evaluation, and consolidation of sales data as key areas for improvement.
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