Marketing leaders are prioritising measurement over privacy despite Privacy Act changes dominating industry headlines in recent months, the Yahoo’s Data Maturity Pop Quiz revealed.
New insights found from the quiz that 74% of advertising leaders see measurement and tracking as a top priority. In comparison, 12% of respondents lean toward privacy solutions despite impending changes to Australia’s privacy law.
The quiz, launched in August 2024, was an interactive, pop-culture-themed survey designed to help brands assess and enhance their data maturity and capabilities.
It had over 150 respondents across Australia and South East Asia from over 11 industry categories, including banking, government, FMCG and travel, to name a few. It provided participants with a tailored assessment of their data strategies and identified areas for improvement.
Dan Richardson, director of data and insights at Yahoo AUSEA
The report also found that 78% of the respondents rely on industry news and blogs for upskilling, while 25% turn to LinkedIn. This is reflected in the fact that most marketers are unaware of any readily available, fact-based educational resources outside of news articles, social media, and subjective opinions shared there.
Only 26% of respondents updated their audience strategies, according to the study, indicating a lack of agility as well as an understanding of segmentation best practice and the ongoing governance required to manage such data.
While 44% claim to be using advanced data technology, engagement in Google Privacy Sandbox and identity testing are on the decline as industry focus is moving towards measurement, with a growing interest in Data Clean Rooms and Multi-Touch attribution, although many businesses are yet to trial them, according to the research.
The survey found 43% ranked in the top tier based on their overall responses showing a positive trend towards data maturity practices and capabilities, but broader findings revealed a clear need for greater educational resources.
“The industry’s emphasis on measurement and segmentation shows where the immediate priorities lie, but it’s equally important to address the governance work needed to support these strategies,” Dan Richardson, director of data and insights at Yahoo AUSEA, said.
“A clear approach to data management will be key to ensuring responsible growth in this space.”
Lorraine Donnelly, head of data at Yahoo AUSEA
Lorraine Donnelly, head of data at Yahoo AUSEA, said: “The findings from this survey show us where brands and agencies are feeling the pinch and where they see opportunity. While there’s a clear call to action here around bridging the gap with advanced measurement tools and regular audience strategy check-ups, the matter of privacy is not one to be discounted.
“Resources like the IAB Data Collaboration Platforms Explainer and Identifiers Explainer Guide and Matrix offer valuable frameworks for brands, helping them understand data sharing and identity strategies while staying aligned with privacy requirements.
“We’re here to empower brands to take their data capabilities to the next level and help the industry navigate a complex data ecosystem with confidence so that measurement and privacy can evolve in tandem,” she added.
Insights from the survey highlight the need for robust, accessible tools for accurate measurement while also pointing to the importance of privacy considerations. As privacy regulations evolve, having the right resources and educational support will be crucial to empowering brands to make balanced, data-led decisions that respect privacy and prioritise transparency.