New insights from Yahoo’s Data Maturity Pop Quiz reveal that 74 per cent of advertising leaders see measurement and tracking as a top priority, with just 12 per cent of respondents leaning towards privacy solutions despite impending changes to Australia’s privacy law.
Launched in August 2024, Yahoo’s Data Maturity Pop Quiz was an interactive, pop-culture-themed survey designed to help brands assess and enhance their data maturity and capabilities. The quiz had over 150 respondents across Australia and South East Asia, from over 11 industry categories including banking, government, FMCG and travel. It provided participants with a tailored assessment of their data strategies and identified areas for improvement.
“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. A clear approach to data management will be key to ensuring responsible growth in this space,” said Dan Richardson, director of data and insights at Yahoo AUSEA.
With 73 per cent of respondents from Australia, where impending Privacy Act changes have dominated industry headlines in recent months, the prioritisation of measurement for most marketers over privacy is especially striking.
78 per cent rely on industry news and blogs for upskilling, with 25 per cent turning to LinkedIn.
26 per cent of respondents update their audience strategies as often as they visit the dentist, or less.
While 44 per cent 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.
43 per cent ranked in the top tier based on their overall responses showing a positive trend towards data maturity practices and capabilities. However, the survey’s broader findings highlight a clear need for greater educational resources.
“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,” said Lorraine Donnelly, head of data at Yahoo AUSEA.
“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.
