Today, poor quality data is the #1 issue that threatens the effectiveness of mobile advertising. Although marketers and data buyers have serious concerns about the inaccuracy of targeting data, the industry isn’t doing enough to address the problem. In order for brands to realize the true promise of mobile marketing, data vendors and industry standards organizations must take more aggressive steps to correct course.
Prior to the start of Ad Week, AW360 (The Advertising Week news publication) published an article by Jake Moskowitz, Head of the Emodo Institute, that challenges the short-sighted objectives of current data quality initiatives led by the IAB and the DMA (see the article below).
Ad Week Workshop: “4 Crucial Steps to Better Data.”
On Monday, October 1st, Jake Moskowitz will kick off Advertising Week’s workshop series with a one-hour session, titled “4 Crucial Steps to Better Data.” The opening workshop is intended for marketers, media planners and buyers who seek to improve the effectiveness of campaigns by addressing the pervasive issue of data inaccuracy.
This one-hour workshop will crack open the black box of advertising data and expose the specific, often detrimental, processes that shape and manipulate consumer data before it’s packaged up and sold as targeting segments. Attendees will develop a simple yet effective 4-step strategy for ensuring better campaign results by identifying and curating data that meets the highest quality standards. Joining Jake on the AWLearn Workshop Stage will be Barbara Kielhofer, Associate Director of Spark Foundry. Ms. Kielhofer will bring to light the real-world threat of bad data by highlighting the real-world impact of data inaccuracy on a recent national campaign for a revered global brand.
4 Crucial Steps to Better Data
Mon, October 01 at 10:00 AM
AWLearn Workshop Stage
For more color on the state of data quality, the following article is brief, but insightful (Appeared in AW360 on September 25).
The data that powers digital advertising is a mess.
By Jake Moskowitz, Head of the Emodo Institute
This year’s Advertising Week is packed with dozens of talks about issues and ideas that hinge on advertising data. Data is the foundation upon which marketing leaders are shaping their visions of tomorrow, but today’s advertising data is hardly foundation-worthy. The data that powers digital advertising is a mess. It’s incorrect more than 45% of the time. Yet key industry initiatives led by the IAB and DMA to solve the problem are pointed in the wrong direction and not doing nearly enough.
Advertising Week runs from October 1 to October 4 in New York City.