Independent agencies bear the costs of data collection: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 21, 2021, 10:27 AM UTC

The latest Digiday+ research found that a significant percentage of independent agencies bear the cost of gathering and storing data about internet users.

Digiday surveyed many agencies and brand professionals last November on a few topics, including their preparations for return to the office and their employees’ vaccination policies. The publication also polled agency professionals about how their organisations approach collection.

The study found that a significant percentage of independent agencies do not offer data collection services to their clients. But, among those that provide data collection– close to half reported they bear the costs themselves instead of passing it on to their clients.

At independent agencies, the cost of audience data collection is nearly split between agency and clients. Two-thirds of independent agencies also indicated their agencies offered some combination of creative, media and performance marketing services to clients.

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