Marketers Demand More Data

Data integrity, attribution, and transparency matter more than ever before to marketers...

But here's the tricky thing: While everyone seems to be using data, very few marketers are fully confident in the transparency of their data partners. Moreover, many of them do not understand the origins of the segments they target.

These findings were revealed as part of a comprehensive research project fielded by Bazaarvoice Advertising in partnership with Ad Age. Through 300+ interviews with mid- to senior-level brand marketers, agency buyers, and media, we explored how digital marketers are viewing the impact and credibility of their data partnerships.