Marketers look to social data to help deliver better display results

05/16/2013 | eMarketer

About one-quarter of agencies and almost one-third of advertisers are using first-party social data to better target their digital display ads, according to an eXelate report. About two-thirds of agencies and advertisers said they planned to increase their data budgets in 2013. "Each group had their own reasons for doing so, but the overarching message was that data drives better results with more precision," eMarketer notes.

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