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Data Still Makes Ads Irrelevant, Consumers Say

Marketers still lack the skills to use data correctly, even when they have access to search, location and other types of data.

When consumers were asked in a recent survey how effective brands have been in using data to personalize digital advertising campaigns, only 18% said ads "often" seemed to understand their needs. Some 47% report that ads seem to understand their needs at least "sometimes," 26% said online ads "hardly ever" understand them, and 9% said they "never" understand them.