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Media Companies Want More Audience Management Tools: Omeda

Despite using 4+ audience management systems on average, 85% of media companies don’t feel they have the technology they need to reach their goals, according to this study from audience marketing platform Omeda.  Top challenges are converting unknown visitors (60%) and disconnected workflows (52%).  To close the gaps, 25% plan a CDP investment, which is more than personalization (22%), campaign management (18%) or data governance (7%) but less than marketing automation (45%), data visualization/performance/reporting (33%), database/data warehouse (33%) and AI and machine learning (29%).