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BizReport : Trends & Ideas archives : August 26, 2015

Data deluge drowning publishers

A new report from Forrester, commissioned by marketing automation software firm PubMatic, reveals that while marketers acknowledge real-time data leads to an increase in revenue, few receive real-time data.

by Helen Leggatt

An online survey of 110 publishers and media organizations from the U.S. (60) and U.K. (50) found that 67% of publishers believe that real-time data is important and 62% said real-time data leads to increased revenue, but just 27% receive such data. Another 15% say they receive their data every few minutes.

Forrester found that 60% of large publishers struggle to manage the volume of data they receive with the tools at their disposal. Additionally, 48% of publishers are frustrated by the speed at which they receive data. More than half (56%) of large publishers say they are challenged by the inability to get a single view of multiple data sources, 59% say they are frustrated with disparate platforms and 54% with disparate metrics.

Publishers with access to real-time data say it helps them make timely, better-informed decisions that increase revenue generation and uncover new revenue opportunities.

"The opportunity for growth is tremendous, but optimizing ad inventory, connecting consumers with relevant content and growing revenue is increasingly difficult as the market becomes more crowded with a multitude of data sources," said Kirk McDonald, president of PubMatic. "Leveraging tools that provide comprehensive analytics and an intuitive, singular platform will enable publishers to get ahead of real-time."

Image via Shutterstock

Tags: big data, publishing, real-time data

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