Yahoo survey: ad leaders prioritise tracking over privacy

A recent survey by Yahoo reveals that advertising leaders are prioritising measurement and tracking over privacy solutions, despite impending changes to Australia's Privacy Act.

The Data Maturity Pop Quiz, launched by Yahoo in August 2024, aimed to help brands assess their data maturity through a themed survey, which shed light on the priorities within the advertising sector. The survey engaged over 150 respondents from Australia and South East Asia, representing various industries including banking, government, FMCG and travel.

The survey's findings showed that 74% of advertising leaders placed measurement and tracking as a top priority, with only 12% focusing on privacy solutions. This preference is notable given Australia's impending Privacy Act changes have been a key topic in industry discussions.

The survey highlighted additional trends within the advertising industry. For instance, 78% of respondents relied on industry news and blogs to enhance their skills, whilst 25% used LinkedIn for the same purpose. This indicates a dependence on subjective sources for professional development.

Another finding was that 26% of participants updated their audience strategies infrequently, comparable to the frequency of dental visits, highlighting a potential gap in data management and agility.

Although 44% of respondents claimed to use advanced data technology, participation in initiatives like the Google Privacy Sandbox and identity testing is declining, with a shift of focus towards measurement. Interest is growing in Data Clean Rooms and Multi-Touch attribution, yet many businesses have not yet experimented with these technologies.

Nearly 43% of participants ranked in the top tier for data maturity practices, which suggests some positive trends. However, the survey indicates a significant demand for educational resources to advance data management capabilities.

Dan Richardson, Director of Data and Insights at Yahoo AUSEA, remarked: "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."

Lorraine Donnelly, Head of Data at Yahoo AUSEA, commented on the implications of the survey's findings: "The findings from this survey show us 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. 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."

She continued, "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."

The survey underscores the need for accessible and robust measurement tools while recognising the importance of privacy. As privacy regulations evolve, having the right resources and education is crucial for brands to make informed data-driven decisions that balance measurement with privacy considerations.

Yahoo's ongoing work in providing solutions aims to support industry advancement in this evolving data landscape.