Marketers and media practitioners are feeling more confident about their internal skills for getting a return from data-driven marketing. And they’re beginning to think more seriously about artificial intelligence and blockchain as tech for handling data.

Those are among the findings of the third annual report on the use of tools and people for managing audience data from the Interactive Advertising Bureau’s Data Center of Excellence.

The Outlook for Data 2018: A Snapshot into the Evolving Role of Audience Insight,” conducted by management consultancy firm The Winterberry Group, surveyed 99 members of an IAB special-interest council on this topic in December and January. Although a small sample, it consisted entirely of professionals focused on this topic.

[Read the full article on MarTech Today.]

About The Author

BarryLevine-lg IAB data report: More investment, more confidence, more interest in AI and blockchain - A-From MTT Channel: Martech: Analytics & Data Marketing Tools Marketing Tools: Analytics Marketing Tools: General SEO

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.