Matthew Miller
Jul 24, 2018

Only 14% of audience-data purchases deemed successful

Data accuracy and imprecise targeting are key concerns for marketers buying audience data, according to research by Lotame.

While 57% of marketers say audience data is very valuable to them and only 1% say it is not at all valuable, only 14% of marketers say their purchases of audience data are very successful, according to a new report from DMP data-management platform provider Lotame.  

The company's survey of 300 brand marketers that purchase or use audience data found that only 20% are “very confident” about the accuracy of the...

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