From Information to Audiences White Paper:

Continuing to demystify the myriad of digital data now available to marketers and online publishers, the Interactive Advertising Bureau (IAB) teamed with strategic consulting firm Winterberry Group to create a new study titled “From Information to Audiences: The Emerging Marketing Data Use Cases.” Sponsored by Acxiom, the white paper reveals new practices in data aggregation, management and deployment and spotlights barriers to widespread adoption.

Through their qualitative and quantitative research, IAB and Winterberry Group scrutinized the optimization of audience, channels and yield, media buying, and ad targeting, and further identified key challenges associated with the need for aggregation, anonymization, and marketing data governance. This effort represents the latest efforts to demystify data and bolster dialogue between media planners, publishers and data providers.