Research shows the disconnect between data and the media business

By Greg Piechota


Oxford, United Kingdom


In the 2020 survey of 100 U.S.-based Interactive Advertising Bureau (IAB) members, only 16% media and advertising organisations report success in implementing data strategies.

In the report, a Winterberry consultancy observed: “[Companies] are highly optimistic about the likely future benefits of their data-oriented initiatives, but report achieving only modest progress to date in optimising their organisations’ use of data across advertising and marketing functions.”

The biggest hurdles? Complex implementation, competition with alternative data sources, rising expectations from data-based products, and growing anxiety about privacy in general and regulatory compliance in particular.

In March, INMA and Facebook surveyed 223 Latin American news publishers and found:

  • 48% haven’t yet formulated a data strategy.

  • 36% have a strategy but haven’t implemented it.

  • And only 16% started the implementation.

When asked about satisfaction of outcomes, most were not satisfied — regardless of a use case. Efforts to grow the two main sources of online revenue were mostly disappointing:

  • 87% of publishers were not satisfied with the use of data to sell subscriptions or memberships.

  • 83% were not satisfied with the use of data to sell advertising.

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About Greg Piechota

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