eXelate, a smart data and analytics engine, announced the results of a survey conducted in conjunction with Digiday. The State of the Industry explored the importance of audience targeting in launching high-performance direct response and branding digital campaigns. Respondents represented a wide range of industry stakeholders - advertisers, agencies, ad networks, ad exchanges, and demand side platforms (DSPs).
Both advertisers and agencies indicated that they prefer third party online data as the top source of audience targeting data over first party social media, first party custom, and third party offline data for both direct response and branding campaigns.
Audience targeting continues to grow with more than 80% of advertisers and 90% of agencies, networks, exchanges, and DSPs utilizing the capability. Over 60% of advertisers said they prefer third party online data for audience targeting, followed by first-party CRM data.