Collective, a company that sells audiences for display advertising commissioned a study with market research firm Advertising Perceptions to determine key trends in the digital display eco-system, with an emphasis on the evolution of buying and selling audiences. The study found that audience data is becoming a more important part of publisher-direct buys, with advertisers placing less importance on the inventory quality of branded Websites and a stronger emphasis on targeting.
Additional highlights in the report focus on:
- Data & privacy issues
- Shift from buying content as compared to audiences
- Value of ad networks
- Targeting methods
- Concerns for commoditized inventory
- Performance metrics and lack there of
- Growth of online video
Click here to download the complete study.