Taboola study finds 81% of advertisers fail to reach new audiences despite budgets rising nearly 10%
TBLA•Taboola’s “The Data Advantage” study found advertiser budgets rising nearly 10%, while 81% of advertisers fail to reach new audiences. It also found 75% struggle to recognize the same non-converting customer across touchpoints, and 92% would consider reallocating budgets if identity and measurement issues are resolved.
1. Study findings
Taboola published “The Data Advantage,” which found advertiser budgets rising nearly 10% as brands prioritize reaching new audiences. Survey data showed 81% of advertisers fail to reach new audiences, citing repeated retargeting of the same segments.
2. Identity and spending
The study found 75% of advertisers struggle to recognize the same non-converting customer across touchpoints. It also found 92% are willing to reallocate budgets if identity and measurement issues are resolved, signaling a potential shift toward the open web.
