The WFA has published new guidance on how brands can improve RoI in digital advertising via programmatic platforms in which it argues that even small changes to existing systems can improve data ownership and marketing performance.

In a survey of 43 of the world’s biggest spending marketers, the WFA found that half of the respondents were unhappy with the way data is captured, stored and used. However ownership of data generated programmatically had been secured by nearly 60% of respondents, a major improvement on the 33% figure from its 2013 survey. And 36% of respondents are now using a Data Management Platform compared with 20% last year.