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Data quality 'important for web advertising'
Oct 1 2009, 10:13 AM
A sector analyst has emphasised the key role that data quality plays in the development of effective web promotional strategies.
Ciaran Deering, Head of Online at advertising agency TCS Media, made his comments after the publication of research by GroupM which indicated that web advertising spending will account for 15% of total promotional activity in 2010.
He suggested that a universal form of data measurement and management would be of use to the sector as the current system is not ideal.
"What we've had are people like myself - an online media buyer - relying on data from a number of different sources and this results in discrepancies," Mr Deering stated.
Concluding, he claimed that a universal data management system could help to make the industry appear more professional to third parties such as advertisers, something that could be of greater importance in the current uncertain economic climate.
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