As the media world evolves at an unprecedented pace, it’s increasingly challenging for publishers to leverage the volume of customer data at their fingertips. The growing scale and scattered nature of metrics can overwhelm media owners’ ability to consolidate numbers into an actionable form.
But within this web of disparate data — all captured by different platforms, screens, and sources — lies the key to a competitive edge in a new media landscape. If companies can find a way to untangle and analyze these numbers through one clear process (rather than in siloed systems such as Google Ad Manager, Rubicon and
AppNexus), they put themselves in a much stronger position to maximize the value of their inventory.
This isn’t news. Given the monumental importance of data in the digital age, best-in-class publishers are already integrating data management technology into their workflows — sometimes, with mixed results.
That’s because transforming big data into valuable insights is easier said than done. What exact method will yield the biggest impact on revenue growth? Should publishers invest in a purpose-driven platform or build their own data management solutions in-house? Here, we’ll give you our take on the best way for publishers to
transform their data into business intelligence: Read More: https://www.burtintelligence.com/s/Build-or-Buy.pdf