The State of Marketing Data Standards 2024
A survey of US advertisers spending over $50M a year, with Advertiser Perceptions — how they organize and standardize marketing data, where spreadsheets still rule, and how ready they are to tag and track AI-generated assets.
Report
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The survey findings in full, sent to your inbox.
To better understand the marketing data landscape, we partnered with Advertiser Perceptions to survey advertisers spending over $50M annually. The report sets out how they organize, standardize and govern their marketing data, and what it costs them when they don’t.
What the survey found
- 91% of US advertisers rely on metadata to organize and standardize their data, and 83% rely on a marketing taxonomy.
- While organizations strive to bring their systems (CRMs, CDPs, DMPs) into their data standards practice, a significant number still rely on manual spreadsheet systems like Excel.
- Two in five US advertisers already use generative AI for ad creative, yet only 26% are very confident in their ability to properly tag and track all their AI-generated assets.
- Advertisers would expect an average 30% increase in campaign ROI if the correct ads were consistently served.
- Nearly nine out of ten US advertisers say there are costs associated with the constant fixing of manual data entry errors, and it can take an average of 11 people to fix them.
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