Data is at the heart of addressable advertising. But with opportunity comes risk.

As consumers use more connected personal devices to organise, curate and discover media the opportunities to reach them through advertising explodes. We’ve created this report to examine where data can best be leveraged in the pursuit of delivering better advertising.

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The power of data: delivering better advertising in an addressable world is a summary of research from 8,000 consumers and interviews with some of the world’s leading thinkers in media planning and buying.

As advertisers and agencies find new ways to reach consumers in an addressable world, this report considers:

  • How do you keep advertising on the right side of the line between relevance and an unwelcome pursuit?
  • How can brands ensure they advertise in a privacy-safe way?
  • How can data be valued across your business?
  • Why is ‘in-housing’ a positive?

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Micaela López Parma, Regional Media Lead, Colgate-Palmolive‘We need our advertising to appear in a trusted medium: it’s delivering our message and must be delivered effectively. If we appear in a medium that’s not trusted by its audience, consumers aren’t going to trust our message.’