No one really doubts that real-time data is useful, but here’s more concrete data in case you’ve been arguing the point: this Confluent survey of IT leaders finds 63% of companies with widespread access to real-time data showed 10% or higher revenue growth, compared with just 44% of companies with only some access grew as fast. Integrating multiple data sources was the most common obstacle to real-time access, cited by 60% of respondents.
Back in sales and marketing land, 33% of executives say that lack of unified customer data is a top challenge to providing exceptional customer experience. Only poor communications (46%) and misalignment (42%) between teams rank higher. Poor alignment is the biggest obstacle to creating a unified customer view, ranking ahead of technology and data quality.
Out-of-Home (OOH) ad platform AdQuick has launched an audience-based buying option, enabling advertisers to purchase OOH media based on audience demographics rather than location type or traffic. The approach should make it easier to purchase OOH media and should expand the number of OOH units that marketers can effectively purchase. Of course, the ads will be seen by everyone who passes a given location, not individually-targeted audience members.
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.