By John Glenday

Britain and France have been jointly named as top dogs in Europe for sourcing and harnessing audience data for the successful delivery of digital advertising campaigns.

The findings arise from a survey of seven key markets, including Germany, Spain, Italy, Poland and Denmark, by digital media platform Xavis; it found that a lack of quality data was the single biggest barrier to its embrace, with 43% of media professionals blaming dodgy data for a lack of campaign planning and audience engagement.

While the UK and France scored satisfaction rates of over 80% for sourcing demographic, behavioral, and geo-location audience data and over Read full story ›

Source: The Drum