[Digital IQ] Insightful extracts (2) : Digital Ad Executives Recognize Need to Improve ???Interactive Ad IQ???

Respondents were also asked to rate their comfort level with using common tools and data. Close to 35% of survey respondents indicated they were uncomfortable using third-party audience and sales data to optimize ad performance and 20% expressed unease interpreting syndicated audience research. Additionally, 22% are unclear as to how to utilize server-side web analytics.

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