Jupiter: Media buyers must use user data

Published on .

More media buyers should take advantage of online user data in making media buying decisions, according to a report from Jupiter Communications, New York. Only 22% of media buyers make optimal use of clickstream data, data generated when consumers interact with online advertising. In addition, more than 56% of media buyers said they felt overwhelmed by the amount of data they must analyze.

To maximize their online advertising efforts, media buyers must employ both a continuous efficiency cycle with constant optimization of ad units, media and deal structures, and structured, methodical strategy testing, Jupiter recommends in its report.

Copyright May 1999, Crain Communications Inc.

Most Popular
In this article: