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Is current digital ad research adequate?

January 22, 2018 / Colm Hebblethwaite

Only 5% of media and marketing professionals currently believe that the commercial research studies on digital advertising are of good enough quality. The data, from a survey of 220 industry professionals carried out by Inskin Media, found that 57% thought that the commercial needs of the company owning the research is the biggest obstacle to the production of useful content. 23% reported that most of the time they disregard commercial research projects, with 19% considering the majority of them to be absolutely useless to them.