More than three-quarters of businesses say that data-management platforms will play a key role in shaping their online ad strategies in months and years to come, according to an IAB/Winterberry Group survey. About 6 in 10 firms say already have or plan soon to implement a data-management platform. "Today, the online marketplace is only just beginning to grasp and appreciate the impact of Big Data," says Winterberry Managing Director Jonathan Margulies.

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