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Two-Thirds of Media Brands and Publishers Aren’t Leveraging Audience Data for Personalization: Omeda

As many as two-thirds of audience-serving companies are failing to use their audience data for personalization, squandering opportunities to activate and engage, according to a survey of 119 audience professionals by Omeda. Progress is slowed by tech limitations and data fragmentation, even though 85% see audience data as a competitive advantage. While search traffic is slipping, the respondents look to events, newsletters and direct traffic to build audiences.