Data is still very much a focal point for digital advertising this year, with targeting and programmatic offering exciting new opportunities for personalisation. However, while 23% of advertising agency respondents cite data-driven marketing as the single most opportunity for their clients in 2019, on the supply side there has been a shift in focus to optimising CX and creating compelling content.
While targeting with data is still crucial to digital advertising, the onus is now on advertisers to prove its value. In the report, 46% of respondents cited proving return on advertising spend as their priority, and 40% cited improving advertising efficiency, so proving value and not just ROI is very much top of mind. However, proving value and justifying spend will not be easy. There’s an urgent need for better attribution and a shift in focus from individual channels to the whole customer journey, highlighting the need for effective analytics.