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The increased automation of ETL (Extract, Transform, Load) is a goal that, while not yet achieved, can significantly reduce friction in data exchange, analytics and optimization. ETL enables marketers to extract data from multiple sources and combine into a single database view for better decision making.

This report outlines the current status of ETL and the promise for the future.

Definitions

ETL stands for Extract, Transform and Load. This refers to the data that is used in advertising campaign analytics.

Extract is the reading of data from various source databases having to do with the campaign. This is primarily ad servers and campaign performance reporting such as clicks, visits, and various engagement or sales metrics but can also include marketer CRM efforts, sales data, etc.