17

of advertisers are looking at the performance of all their digital channels together.

Advertiser Perceptions/Google, U.S., Measurement Survey, (n of 197 marketer and agency contacts who are fully involved in media brand selection decisions), Sept. 2017

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Related Data

92

of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth.

December 2017 Google/Econsultancy

Leading marketers are 72% more likely than the mainstream to invest in quality and/or volume improvments of the first-party data they capture.

December 2017 Google/Econsultancy

Leading marketers are 58% more likely than mainstream marketers to strongly agree that first-party data is a strategic asset.

December 2017 Google/Econsultancy