The Importance of Data Quality

Data quality in digital advertising is critically low, with some estimates suggesting that up to 60% of consumer data may be inaccurate. This poor quality significantly undermines demographic targeting efforts, which can be so flawed that they resemble a coin toss in terms of efficacy. Misleading data can lead advertisers to deploy ineffective campaigns, causing financial losses and ultimately wasting marketing dollars. Therefore, improving data accuracy is essential for delivering personalized and relevant advertising experiences that benefit both consumers and brands.