Study: Marketers Want More Demographic Data—But Only If It’s High Quality

Data accuracy was most important factor among brand marketers

The study underscores the interest within the marketing industry to improve data quality and transparency. Getty Images

Contrary to conventional wisdom, marketers are still very much interested in purchasing and using demographic data to reach consumers. Concerns about the quality of the data available, however, are preventing them from using more.

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@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.