digital data analytics Since the entire digital advertising industry is continuously changing, the data analytics segment inevitably undergoes considerable modifications, too. In this respect, it would be wrong to perceive major trends on the global ad market without pinpointing some of the hottest tendencies, prevailing in the data analytics sector. In this respect, many experts admit that the latter is, actually, both the cause and the consequence of how the industry is developing and evolving at a certain point.

The latest shifts and changes in the world’s digital advertising have revealed a few substantial trends worldwide, including the fast-growing role of mobile video ads, in the first place. As for digital data analytics, some of the newest tendencies in the niche include:

– Data volumes increase in quantity and quality, so does the field of analytics.

Since the ad-tech segment is upgrading at the fastest possible pace, it has already become possible to collect much more audience data, than one could only imagine at least a year ago. Namely, the newer sources, including collected cross-platform data, allow marketers to research audience characteristics and behavior more precisely.

As for experts’ predictions for the upcoming months, the growing amount of collected data is likely to make its analysis even more detailed, supposedly leaving less space for error.

– Mobile-first approach to data analysis gains more importance.

Similarly to how the mobile-first approach becomes more and more popular among advertisers in versatile verticals, marketers’ primary focus on mobile audience data analysis has now become one of the hottest international trends.

The latest surveys unveil that many businesses will, probably, increase their budget spending on the development of complex algorithms and systems, aiming to determine target consumers’ behavior on mobile and improve their mobile ad campaign efficiency, as a result.

– The range of issues and controversies in the niche is still wide.

Even though an array of methods and mechanisms, applied in digital data analysis, gradually evolve, there remain quite as many controversies in the sector as there were a year or two ago. In particular, some of them include the dynamics, at which audience data becomes more or less important. According to Anton Ruin, CEO of Epom, for example, it is, in fact, super-hard to keep up with the pace and figure out beforehand, which data is likely to get more crucial for marketers just in a few months.

“The thing is that global ad trends are really changing in a blink of an eye. If you spend time on the analysis of the less important data segments, it is likely that you won’t be able to benefit from analyzing the more essential ones. Thus, businesses should be able to forecast even the slightest changes in the field in order to maximize their ad effectiveness,” he explains.