Aussie advertisers least satisfied with measurement, says industry report January 6, 2021 10:02 According to research by ad tech firm Xandr and Advertiser Perceptions, advertisers in Australia are the least satisfied of all advertisers globally surveyed with measurement solutions available, with only 11% satisfied. Xandr’s Relevance Report, which for the first time included 140 Australian respondents along with Brazilian, British, French, German, and US respondents, explored how advertisers are ensuring that the campaigns they deliver are meeting goals and consumer preferences. Results were collected in September 2020. When it comes to using the data effectively for measurement of advertising, only one-in-five US advertisers are very satisfied with their end-of-campaign measurement data. Advertisers in Australia say lack of standard cross-screen measurement is a leading challenge that prevents them from using data effectively. Only 18% of Australian marketers are very satisfied with current ability to optimise based on back-end results. This is despite 88% of Australian respondents investing in data capabilities, 50% hiring data scientists and 50% investing in data partnerships.