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Outlook Data 2017 Snapshot Evolving Role Audience Insight

Data is playing an increasingly critical role across a vast range of advertising and marketing applications. Marketers, media buyers, publishers, and digital advertising technology executives said that a renewed focus on measurement and attribution will be the centerpiece of their efforts in 2017 —a shift from 2016, when “cross-device audience recognition” took the lead position. This second annual benchmarking report explores how digital marketing and media practitioners are using audience data, and how they intend to evolve their data-centric practices in the year ahead.


Research Highlights include:
Over the coming year, users said they expect “cross-channel measurement and attribution” will take center stage in the organizations (57.1%)
“Difficulty in proving ROI of our data-driven programs” (45%) and “lack of internal experience (at the functional/operational level)” (45%) were cited as the two biggest obstacles impeding panelists’ efforts to leverage audience data in 2017
More than two-thirds of respondents (67%) increased their spending on data and related services from 2015 to 2016—and even more (71%) anticipate bigger budgets in 2017

Data, Data Onboarding

Drawbridge Probabilistic Cross-Device Technology Patent

Throtle and Drawbridge previously announced their partnership, stating that the Drawbridge Connected Consumer Graph® will help Throtle’s brand and agency clients reach consumers more efficiently across multiple devices. Throtle will onboard and match its clients’ data with the Drawbridge graph in order for brands to extend and enhance their reach within their demand-side platform (DSP) of choice.

Throtle is proud to be a partner with this leading anonymized digital identity company, as they just announced they were awarded Patent No. 9,514,248 from the United States Patent and Trademark Office. This patent validates Drawbridge’s complexity and scale of the innovation and science that the company has developed as the heart of its technology stack.

“As global device adoption and proliferation reaches unprecedented levels, it has become increasingly difficult for brand and enterprises to understand consumers across multiple devices,” said Drawbridge Founder & CEO Kamakshi Sivaramakrishnan. “The Drawbridge Connected Consumer Graph, built on this patented system, offers an independent, accessible, scaled solution for digital identity that can be leveraged to make customer experiences on the internet more personalized – from advertising and content optimization, to product recommendations and fraud detection.”

To read the full article, please click here.

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