IAB：2018年的数据状况报告（英文版）（21页）.pdf

1、INPARTNERSHIPWITH TheStateofData2018 AWinterberryGroupReport|December2018 Acknowledgementsand Aimstohelppractitionersbenchmarktheirowninvestments inlinewithanevolvingmarketplace Anykindofcommercialinformationusedtoidentify consumerandB2Baudiencemembers,asdefinedbyavast rangeofbothstructuredandunstru

2、cturedidentifiersthatmay include: Name,emailaddressand/orpostaladdress IPaddressand/ordeviceID;and Variousdemoandpsychographicattributes,historical behaviorsand/orpreferences Thisinformationmaybeoriginatedofflineoronline,inferred (probabilistic)orexpressed(deterministic)andgeared primarilyforuseinde

3、velopinginsightstosupport(among otherusecases): Planning,strategyandaudiencesegmentation Targetingandexecutionofvariousadvertising,marketingand mediaefforts;and Measurementandattribution WhatIs“TheStateofData”?Whatis“AudienceData”? ResearchMethodology 7 Dozensofindepthinterviewswithseniorlevelmarket

4、ers,aswellaspractitioners representingawiderangeofdata,marketingserviceandtechnologyproviders operatingintheU.S.marketplace(allgearedtoharvestingquantitativeinsightondata expendituresaswellasqualitativefeedbackonthedemandtrendsdrivingthose expenditures) Aggregationofpubliclyavailablefinancialinforma

5、tionondataproductinvestments, publiccompanyrevenuesandassociatedfinancialdynamics Refinementandintegrationofvariousquantitativemodelsgearedtoestimate spendingonthirdpartyU.S.audiencedataanddataactivationsolutions,including thosethatconsider“bottomup”(estimatingthecollectivedatarelatedrevenuesof comm

6、ercialdataandotherservice/technologyproviders)and“topdown”perspectives (consideringdatasproportionateshareoftotalspendacrossarangeofaddressable paidandownedmediachannels) Reconciliationofmodelconclusionswiththoughtleaderfeedbacktosupport findingsthatalignwith“realworld”experiences Indevelopingthefin