Lorraine Donnelly.
Three quarters (74%) of advertising leaders see measurement and tracking as a priority, with just 12% leaning to privacy solutions despite impending changes to Australia’s privacy law, insights from Yahoo’s Data Maturity Pop Quiz have revealed.
Launched in August 2024, Yahoo’s Data Maturity Pop Quiz was an interactive, pop-culture themed survey designed to help brands assess and enhance their data maturity and capabilities.
The quiz had over 150 respondents across Australia and South East Asia, from over 11 industry categories including banking, government, FMCG and travel to name a few. It provided participants with a tailored assessment of their data strategies and identified areas for improvement.
With 73% of total respondents from Australia, other key findings from the survey include over three quarters (78%) rely on industry news and blogs for upskilling, with 25% turning to LinkedIn.
While 44% claim to be using advanced data technology, engagement in Google Privacy Sandbox and identity testing are on the decline as industry focus is moving towards measurement, with a growing interest in Data Clean Rooms and Multi-Touch attribution, although many businesses are yet to trial them.
Yahoo AUSEA's director of data and insights, Dan Richardson, said the industry’s emphasis on measurement and segmentation shows where the immediate priorities lie, but it’s equally important to address the governance work needed to support these strategies.
"A clear approach to data management will be key to ensuring responsible growth in this space," he said.
Yahoo AUSEA's head of data, Lorraine Donnelly, said the findings from this survey show where brands and agencies are feeling the pinch and where they see opportunity.
"While there’s a clear call to action here around bridging the gap with advanced measurement tools and regular audience strategy check-ups, the matter of privacy is not one to be discounted," she said.
"Resources like the IAB Data Collaboration Platforms Explainer and Identifiers Explainer Guide and Matrix offer valuable frameworks for brands, helping them understand data sharing and identity strategies while staying aligned with privacy requirements.
“We’re here to empower brands to take their data capabilities to the next level and help the industry navigate a complex data ecosystem with confidence so that measurement and privacy can evolve in tandem."
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