It’s all surveys today, Dear Reader. We’ll start with NewVantage Partner’s 10th annual study on corporate data initiatives, which finds scant progress towards becoming data-driven. One hint why: 92% of companies say corporate culture is the main obstacle, but just 13% are making data literacy their top investment priority.
AppsFlyer and Adobe also found organizational issues are a top obstacle to change, in this case related to mobile-first marketing. On average, respondents said 40% of their sales are already being made through mobile, and many are looking for more. Nearly all are “concerned” (30%) or “very concerned” (55%) about privacy developments, but the survey listed many ways companies are encouraging consumers to consent to tracking.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.