The IAB is conducting a survey aimed at gathering insights from online media buyers, agencies, publishers and media professionals on the kinds of demographic and psychographic data that are most useful for them in their day-to-day work in digital media.

The purpose of this survey is to gain a better understanding of the information that digital media professionals use to make strategic decisions about advertising campaigns and audience targeting.

We believe that by gathering these insights from professionals in the industry, we can help improve the quality and effectiveness of online advertising campaigns.

According to the group, the IAB / Pwc Online Revenue Report has empowered the industry with accurate and reliable data about the digital investment landscape in South Africa.

With excellent feedback from the market and with analysis based on actual figures, the report provides realistic, reliable and trustworthy data that is useful to you and your organisation, says the IAB. 

PwC adds that it has a similar relationship in various other territories worldwide, and this study is accepted as the most comprehensive measure of online and mobile advertising. PwC conducts the report on behalf of IAB SA, therefore, data is secure with PwC and the report reflects aggregated industry data.

The results of this survey will be used to guide the development of more accurate and insightful demographic and psychographic data tools and services, which will ultimately benefit:
  • media buyers
  • agencies
  • publishers, and
  • other media professionals.

The deadline for participation in the survey is Sunday, 30 April.

Cookie-less future for media and marketing

The imminent demise of third-party cookies has hastened the demand for agile data strategies in 2023. In this episode, the group reviews the progress made by the industry since the announcement of a cookie-less data future.

The IAB examines the data types integrated into media and marketing strategies in 2023. It explores how and where this data will be utilised for efficient targeting while ensuring compliance with data clean room requirements.

The information is as follows:
  • IAB SA Insight Series: Episode 41
  • Topic — Cookie-less Future in Media & Marketing
  • Date — Wednesday, 26 April
  • Time — 11:00 to midday
For more information, visit www.thebookmarks.co.za. You can also follow IAB South Africa on Facebook or on Twitter.