In ExchangeWire's latest Insights and Attitudes report, we teamed with digitalAudience to look at the data distribution landscape...

The report focuses on data distribution trends and practices among media professionals in Europe, looking at collaboration on user data and the use of data clean rooms among agencies, brands and publishers.

Key findings

Collaboration on User Data

• Media professionals across Europe are adopting open and experimental approaches for collaborating with external partners on user data, with only 5% not currently engaging third parties.​
• Direct SFTP/API integrations (60%) and managed services from vendors (58%) are the dominant methods, while data clean rooms see greater uptake in the Netherlands (52%) and the UK (44%) compared to Germany (24%) and Sweden (20%).​
• Agencies strongly prefer direct integrations, brands lean towards managed services (67%), and publishers show high usage of clean rooms (67%).​

Improving Audience & Campaign Targeting

• Real-time identity resolution is identified as the top capability to enrich campaign targeting using first-party data across Europe.​
• Other priorities include better cross-platform match rates and enhanced audience enrichment.​
• Importance of these capabilities varies by market, e.g., Germany prioritises cross-platform match rates, while the Netherlands values insight dashboards and predictive modelling.​

Monetising Audience Data

• Publishers are experimenting with various monetisation methods: data licensing is the most popular (42%), followed by direct-sold campaigns, programmatic OpenRTB, and private marketplaces (each 33%).​
• Half of publishers use multiple revenue strategies, often combining direct deals or licensing with programmatic channels.​

You can find features, sketches and more on this topic on our data distribution hub, in association with digitalAudience.