Marketers and media professionals feel more confident about their internal skills to get a return from data-driven marketing. And they are starting to think more seriously about artificial intelligence and the blockchain as a technology for manipulating data.
These are the findings of the third annual report on the use of tools and people for the management of audience data from the Center of Excellence Data Bureau interactive advertising.
"Prospects for 2018 Data: An Overview of the Changing Role of the Audience", conducted by the management consulting firm The Winterberry Group, interviewed 99 members of a IAB special interest council on this topic in December and January. Although a small sample, it was entirely composed of professionals focused on this topic.
[Read the full article on MarTech Today.]