The hype around creating data businesses is at an all-time high in the B2B media sector. With display ad revenue falling off a cliff and lead-gen business models becoming more challenged, there is a clear focus to diversify digital revenue further, and data models are a clear player in that picture.
But, as I talk to colleagues in the sector, many are trying to find their way on the data front. One obstacle in becoming a data player lies in the fundamental way media brands have their databases set up.
