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Is The Media Ad Biz Ready For A New Data Future? [Forbes]
Last fox corporation - class a earnings: 2/5 04:05 pm
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It's pretty hard to talk about the present or future of the media advertising business – or any other for that matter – that doesn't get you to AI and data management pretty quickly. What are the best sources for the data I'm going to need to run my business? How do I properly analyze the data that I collect? How do I make sure it gets into the hands of the internal and external executives who demand it? Two industry reports in the last week paint a “tale of two cities” portrait of the media ad business's response to these increasingly complex challenges. On the one hand, the Interactive Advertising Bureau's State of Data 2024 depicts a market increasingly not only accepting but implementing the needs for a successful digital advertising data future. On the other hand, the 4As (the voice of the ad agency world) released a report declaring that the next-generation TV data measurement world is “not ready for prime time.” It reminds me of a famous phrase from President Harry S Truman:
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