The outlook for data 2016: digital media and the evolving role of audience insight

This article provides an outlook for data in 2016, examining the evolving role of audience insight to help practitioners benchmark, and providing perspective on industry priorities and developments.
  • Programmatic media buying for "established" digital formats like display represented the most common data-driven use case in 2015.
  • In 2016 emphasis among digital media buyers is likely to concentrate on programmatic buying for new formats, including video and mobile, rather than on traditional display.
  • Cross-channel audience management initiatives, such as campaign measurement and audience identification, will command substantial attention.
  • Interest in new capabilities is driven by growing volumes of first-party audience data, heightened emphasis on accountability, and the demonstration of ROI across marketing and media efforts....

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