Yahoo's Data Maturity Pop Quiz has revealed that 74% of advertising leaders see measurement and tracking as a top priority, with only 12% leaning towards privacy solutions. The majority of respondents are from Australia, where impending changes to the Privacy Act have been a major topic in recent months. The survey, launched in August 2024, had over 150 respondents across Australia and South East Asia, from over 11 industry categories.

"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.

Other key findings from the survey include: 78% of respondents rely on industry news and blogs for upskilling, 25% turn to LinkedIn, 26% update their audience strategies as often as they visit the dentist or less, 44% claim to be using advanced data technology, and 43% ranked in the top tier based on their overall responses.

"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.

The survey's findings highlight a clear need for greater educational resources. Yahoo remains focused on delivering solutions that address these needs, supporting the industry's progression in a complex, data-driven landscape.

"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," added Donnelly.