The state of audience data and analytics

An analytics evolution is underway. Heading into 2022, publishers and brands are working to overcome data fragmentation to achieve interoperability at their organizations. Companies are seeking audience analytics solutions integrated with tools that ensure data flow, cleanliness and consistency. And they’re activating these tools by putting the right people in place to manage them across the various needs of different business units.

In 2021, Piano and Digiday surveyed more than 100 publisher and brand executives to uncover how organizations are approaching analytics challenges and opportunities. This report highlights what they told us and, through qualitative insight from experts, breaks down the data, technological and organizational setup needed to advance analytics strategies.

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