Technology Declines as Barrier to Data Use: Winterberry/IAB Survey

Did I say consolidating? Don’t confuse that with shrinking. Winterberry Group’s latest analysis of the data industry, prepared for IAB, finds plenty of reason to expect growth. Indeed, 78% of industry executives in the survey expected to spend more on data in 2019. (Ok, the study is about B2C audience data not B2B prospect data. But we still get style points for a nice transition, don’t you think?) Quite a bit here on trends since 2017; one positive note is that companies are now much less likely to cite technology or internal expertise as barriers to data usage.