I had at least a half-dozen separate conversations last week about using CDP data for measurement, as opposed to marketing execution. Apparently I'm not alone. A study from the IAB and Winterberry Group found that “better reporting, measurement or attribution” was voted the topic most likely to command attention in 2017. It was cited by 74% of respondents, compared with 51% for the runner-up, which was cross-device audience recognition. In last year's report, the positions were reversed and better reporting was cited by just 49%. The report also found fewer people citing technology and data as challenges, suggesting marketers are shifting some attention from acquiring technology to using it. Interesting study.