Digital publishers struggling to get real-time data

Digital display advertising is growing at a torrid pace, and the publishers that are able to leverage real-time data analytics are likely to be the best positioned to capitalize, according to a Forrester Consulting report.

With ad dollars increasingly shifting from traditional to digital environments, and digital ad spending increasingly moving to real-time programmatic sales, access to real-time data is becoming ever more important to publishers, according to a study by Forrester Consulting. But publishers are struggling to get that real-time data.

Forrester predicts that overall digital display advertising dollars will undergo massive growth in the next few years, from an estimated $20 billion in 2015 to $38 billion by 2019.

[Related: What is data-driven marketing? ]

"Publishers who successfully grab their share of these growing budgets will have done so because they were armed with critical insights derived from the aggregation, analysis and deployment of data from a wealth of sources coupled with differentiated speed to market," Forrester Consulting writes in the report.

Forrester was commissioned to write the report, Real-Time Data Analytics: Empowering Publishers to Make Better, Faster Decisions, by marketing automation software company PubMatic. Forrester Consulting conducted an online survey of 110 publishers and media organizations (60 in the U.S. and 50 in the U.K.) to evaluate their use of real-time data in analytics tools.

[ Related: 6 digital marketing pros define programmatic advertising ]

Digital publishers must keep it real (time)

Forrester Consulting found that 67 percent of publishers, regardless of size, believe that real-time data is important to their efforts (and 62 percent said real-time data leads to an increase in revenue). But only 27 percent of respondents said they receive data in real-time.

Forrester reached four key conclusions:

  • Real-time data drives publisher growth. Publishers say that access to real-time data analytics helps them make timely, better-informed decisions that increase revenue generation and uncover new revenue opportunities.
  • Most publishers do not receive their data in real time. Real-time bidding (RTB) is executed instantaneously, but only 27 percent of publishers receive their data in real time. Another 15 percent say they receive their data every few minutes.
  • As publishers grow, so does their appetite for data and need for actionable analytics and insights. Data resources grow in number and volume as publishers grow. In turn, this means publishers struggle to organize, analyze and prioritize data to maximize their speed-to-market. Forrester found that 60 percent of large publishers struggle to manage the volume of data they receive with the tools at their disposal. Additionally, 48 percent of publishers are frustrated by the speed at which they receive data.
  • Aggregating multiple data streams into a holistic view is a challenge. Publishers are frustrated by the difficulty involved in taking disparate data streams based on disparate metrics delivered by disparate platforms and turning it into a single view with seamless access to mission-critical information. Forrester found 56 percent of publishers struggle to get a single view of multiple data sources, 59 percent are frustrated with disparate platforms and 54 percent with disparate metrics.
"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," Kirk McDonald, president of PubMatic, said in a statement today. "Leveraging tools that provide comprehensive analytics and an intuitive, singular platform will enable publishers to get ahead of real-time."

Follow Thor on Google+

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in