Wondering how data distribution is changing in Europe? ExchangeWire’s latest report, made in association with digitalAudience, has the answers. Read the full report here
Key findings:
Collaboration on user data
- Media professionals across Europe are adopting open and experimental approaches for collaborating with external partners on user data, with only 5% not currently engaging third parties.
- Direct SFTP/API integrations (60%) and managed services from vendors (58%) are the dominant methods, while data clean rooms see greater uptake in the Netherlands (52%) and the UK (44%) compared to Germany (24%) and Sweden (20%).
- Agencies strongly prefer direct integrations, brands lean towards managed services (67%), and publishers show high usage of clean rooms (67%).
Improving audience and campaign targeting
- Real-time identity resolution is identified as the top capability to enrich campaign targeting using first-party data across Europe.
- Other priorities include better cross-platform match rates and enhanced audience enrichment.
- Importance of these capabilities varies by market, e.g., Germany prioritises cross-platform match rates, while the Netherlands values insight dashboards and predictive modelling.
Monetising audience data
- Publishers are experimenting with various monetisation methods: data licensing is the most popular (42%), followed by direct-sold campaigns, programmatic OpenRTB, and private marketplaces (each 33%).
- Half of publishers use multiple revenue strategies, often combining direct deals or licensing with programmatic channels.