Signal announced the results of a study that found 80% of digital publishers say they need better data-driven capabilities to help advertisers target customized audiences at scale. The study, conducted by Econsultancy and Signal, reflects the fierce level of competition for ad spend in the publishing industry, and the pressure that publishers feel to keep up with walled gardens like Facebook and Google, which are already able to target known customers at scale.
In order to stay competitive and boost ad revenue, publishers are thinking about ways they can evolve to offer real-time, people-based marketing to advertisers. Publishers seek to improve their ability to recognize consumers across devices and make use of real-time intent data. Customized audiences are in demand by advertisers, and publishers want to offer the capability to import first-party advertiser data to drive premium inventory. Insufficient scale is an obstacle to helping advertisers reach large addressable audiences, so many publishers are considering data sharing and collaborative identity networks as a way to target consumers in sufficient volume.
Check out the infographic below to learn more key findings from the study, and download the study to dig into the results and find out where publishers will be investing over the next 12-24 months to offer more value to advertisers.