As the number of screens and ad impressions continue to proliferate, advertising dollars are moving from traditional to digital environments at a staggering rate. An important key to capturing share of the growing digital spend comes down to the ability for publishers to leverage real-time data. According to research released by Forrester Consulting, access to real-time data analytics helps publishers make timely and informed decisions that uncover new revenue opportunities. The study found that 65 percent of publishers report that they used SSP/exchange analytics data for critical operational decisions.
Further, the study found that 67 percent of publishers – large and small – believe that real-time data is important to their efforts, and 62 percent find that it leads to an increase in revenue, yet only 27 percent report receiving data in real-time.
Highlights of the study include:
- Large Publishers Seek Efficiency in Data Aggregation: In order to efficiently aggregate data, 52 percent of large publishers use a data warehouse, 45 percent use data visualization and 45 percent use external partners, all at a significant investment of both time and money.
- Real-Time Data Drives Publisher Growth: Large publishers claim significant benefits from real-time data in the following areas: increased revenue (63%), better yield or performance (57%), optimization of decision-making (56%), uncovering new revenue opportunities (52%) and better inventory management (48%).
- Publishers Need Solutions For Efficient Data Analysis: Nearly half of larger publishers believe that they are not adequately staffed with skilled analytics professionals and nearly one quarter of smaller publishers have the same challenge.
We hope that you find this report to be informative and thought provoking. Please feel free to reach out and discuss the report with your PubMatic sales representative, or contact PubMatic and someone will follow up.