What does the future hold for audience data?

Emerging media leaders highlight five key measurement priorities, to ensure the continued relevance of audience data.

Audience data is very much a hot topic across the media industry right now. At this year’s World Audiences Summit, we spoke to a panel of emerging media leaders from the UK about how this data is being used by agencies and advertisers, and what they want now and in the future.

Reassuringly, their vision of future priorities was echoed by the wider base of opinions at the summit; current and emerging media leaders are closely aligned in their thinking. Some of the priorities highlighted also aligned with findings from our recent global advertiser study.

So, what are the key ‘must haves’? What are the priorities that those emerging leaders working directly with clients believe will ensure the continued relevance of audience data in the future?

This article was published exclusively on Kantar.com on February 1, 2022.