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Demystifying the data layer
Providing insight into the rapidly evolving and increasingly complex “data layer” of the marketing and advertising technology ecosystem.
February 23, 2024
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The proliferation of digital media channels, devices, and customer touchpoints has greatly increased the complexity of capturing, storing, and using data for brands today. The limitations of rigid, on-premise solutions are driving rapid cloud adoption for the accessibility, flexibility, and scalability the platform offers.
This research’s purpose is to provide insight into the rapidly evolving and increasingly complex “data layer” of the marketing and advertising technology ecosystem, with a specific focus on the trends and dynamics shaping the state of data infrastructure investment, how it is currently undergoing transformation and its trajectory for the future.
WHAT YOU'LL LEARN
Find answers to important questions:
In the next 1-3 years, does your organization plan to increase, maintain, or decrease investment in data services?
What are your top barriers to effectively leveraging data and data infrastructure to support marketing and advertising?
Thinking ahead to the next 1-3 years, how will your organization approach building its data solutions stack to manage and leverage data?
