Poor data quality affecting digital advertising across Europe

The survey of seven key markets, including Germany, Spain, Italy, Poland, Denmark, France and the UK, revealed that while media professionals in Britain and France are highly satisfied with the quality of data available to them for delivery of digital advertising campaigns, other European markets performed less well.  

Britain and France demonstrated satisfaction rates of over 80% for sourcing demographic, behavioural and geo-location audience data, while Germany and Spain had satisfaction rates of 70% and 56% respectively, and Italy, Poland and Denmark trailed significantly behind. 

Around a third of respondents ( 32%) said that a side effect of the growing use of audience data is a narrowing in reach of campaigns.

“A Europe-wide lack of confidence in data quality is a theme running through these findings, with more than four in every 10 respondents concerned about the quality of data available to them for audience planning and engagement," Rebecca Muir, head of research and analysis at ExchangeWire said to The Drum.

“No two markets are the same when it comes to the availability and application of audience data – it’s therefore important that the collection of data is accurate, relevant and localised to enhance audience engagement."